Infographic: Journey Through ‘The Garden of Identifiers’
- Written on
- May 21, 2014
- Adotas |
ADOTAS – They say April showers bring May flowers, and here we are in May with everything blooming. Like those pesky dandelions sprouting up everywhere, there’s a profusion of approaches to recognizing and reaching online audiences: cookies, Apple identifiers, Google identifiers, device recognition and more. It’s a regular jungle out there!
To help make sense of this bumper crop of technologies, AdTruth has released a new infographic: “The Garden of Identifiers.” It introduces many of the various approaches, describes their uses, explores the search for a “super identifier” and helps explain the concept of performance.
ADOTAS, founded in 2003, is a premier news publication focused on the Internet advertising and media industry. ADOTAS features a twice-daily email newsletter and web site and is proud to reach well over 100,000 advertising professionals monthly.
ADOTAS was acquired by New York Publishing Group Inc. in May 2007. Our emphasis is on providing the best news and information on media buying, planning, selling, technology and activities of the digital media business to the interactive advertising community. We are proud to have over 100 contributing writers, including the foremost experts in the field.
ADOTAS has built on a tradition of excellence to become the most trusted source of information among leaders in the online marketplace. Professionals read, comment and learn from our publication each day.
This characterization seems really off-base on several counts – particularly on what constitutes a device ‘fingerprint’ and how that differs from ‘Device Recognition’ (most operators I have met would say it doesn’t). I would characterize ID types as follows:
1. Web Cookies
2. Proprietary ID’s: Exist only within the various ‘walled garden’ environments that promote them
3. Software Extension: This is a fairly vague category of tricks/techniques folks use to read or set identifiers that are not normally available; These range from the innocuous, in which consumers opt-in to the installation of a plug-in or other software that will persistently identify them and/or collect their web viewing behavior for commercial analysis (e.g. Nielsen online plugins and utilities) to the malicious (adware, spyware, etc.). Normally I would lump my MAC address into this category since you’d have needed something other than an http request to discover it. This category would also include Flash local shared objects, other plug-in application persistent storage and HTML5 localStorage objects where applicable. I think the authors may have confused this type of invasive identification with device fingerprinting because some vendors of software extension technology have downplayed its seriousness by describing it as ‘fingerprinting’. Unauthorized software extension is where the real invasive, poison identifiers are created and used.
I thought that I would need to back up my assertions from my own experience, but someone has posted a great article accurately characterizing device fingerprinting on Wikipedia under the heading “Device Fingerprint” – check it out. And happy (effective, privacy-compliant) online marketing!
- Posted by Will Clayton | 4:22 pm on May 21, 2014.
Leave a Comment
- 65% of Marketers See Digital Video Drives Offline Sales: Sequent Partners’ Study
- What the 2016 Election Can Teach Marketers About Using Digital Media
- Deep Learning–AI that Recognizes Attitude & Intention–From RTB House
- New Hires At: IRIS.TV; Drumroll; Gamut
- 7 Digital Advertising Trends to Achieve Record Results This Holiday Season
Centriply Begins Licensing Its Proprietary Big Data: Retains Venture Development Center to Lead Effort
Centriply, a demand-side targeted TV platform for advertisers, announced that it will begin licensing its proprietary Big Data sets for ... more...
- 65% of Marketers See Digital Video Drives Offline Sales: Sequent Partners’ Study October 21st 2016 Research Study Highlights How Brands Can Effectively Leverage Digital Video ...more »
- What the 2016 Election Can Teach Marketers About Using Digital Media October 20th 2016 Few will recall another time in American history when a ...more »
- Deep Learning–AI that Recognizes Attitude & Intention–From RTB House October 19th 2016 RTB House, a technology company specializing in retargeting scenarios, has ...more »
- New Hires At: IRIS.TV; Drumroll; Gamut October 18th 2016 IRIS.TV NAMES WILLIAM BUNDY CHIEF FINANCIAL OFFICER IRIS.TV, a video ...more »
- 7 Digital Advertising Trends to Achieve Record Results This Holiday Season October 18th 2016 A record $69 billion was spent by online and mobile ...more »
- Digital Dish: Nielsen’s Q2 2016 Comparable Metrics Report October 17th 2016 As we move further into the digital age, it’s essential ...more »
- Kantar Media Announces Major Expansion of Cross-Platform Ad Intelligence Capabilities October 14th 2016 Kantar Media, a media intelligence company, announced the introduction of ...more »
- What the 2016 Election Can Teach Marketers About Using Digital Media October 20th 2016
- 7 Digital Advertising Trends to Achieve Record Results This Holiday Season October 18th 2016
- “Limit Ad Tracking” Grows to 20% of iOS 10 Users: An adjust Report October 14th 2016
- Trust Influencers To Power Your Video Content October 10th 2016
- Cutting the Cord: What It Means For Advertisers & Broadcast and Cable TV October 6th 2016
What will be the most important vertical in online advertising in 2016?
- Mobile (53%, 284 Votes)
- Programmatic (26%, 137 Votes)
- Video (21%, 112 Votes)
- Adobe Campaign Consultant
- Adobe Campaign Delivery Lead
- Adobe Campaign Professional
- POP-UP Event Coordinator
- Adobe Campaign Consultant
- Brian T. Nakamoto: Hi Diaz, Do you know when we can expect the IAB to finalize and publish the
- Kantar Media's Super Bowl Ad Analysis–Past, Present, Future - ADOTAS -: [...] B2B Marketing Predictions for 2016 January 12th 2016 Madison Logic has put together an
- Kantar Media's Super Bowl Ad Analysis–Past, Present, Future - ADOTAS -: [...] Q&A: Why Authenticity Will Help Brands Rise Above Content Clutter in 2016 [...]