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
- Game, [Data] Set, Match: How Deep Learning Turned Sci-Fi-esque Predictive Intelligence Into Reality
- Growth of Location-Based Mobile Video Ads Is 2016′s Top Mobile Ad Trend
- ADJUST: Increasing Data Fraud Drives Modifications to Requirements and Infrastructure for the Mobile Market
- YouAppi Offering Re-Engagement at 20-40% ROI
- Social Media Ads: What’s New, What’s Next
- Game, [Data] Set, Match: How Deep Learning Turned Sci-Fi-esque Predictive Intelligence Into Reality February 17th 2017 It’s been 20 years since IBM’s supercomputer Deep Blue defeated ...more »
- Growth of Location-Based Mobile Video Ads Is 2016′s Top Mobile Ad Trend February 16th 2017 Mobile Video SSP Positive Mobile reveals found interesting trends in ...more »
- ADJUST: Increasing Data Fraud Drives Modifications to Requirements and Infrastructure for the Mobile Market February 15th 2017 Adjust Calls for ‘Measurement 2.0’ to Solve Data Security and ...more »
- YouAppi Offering Re-Engagement at 20-40% ROI February 14th 2017 YouAppi, a mobile growth marketing platform for premium mobile brands, ...more »
- Social Media Ads: What’s New, What’s Next February 14th 2017 As print media continues a downward spiral and radio and ...more »
- New Narrative Expands to New York; Hires Former Hearst Publishing Director February 13th 2017 New Narrative, Asia’s leading custom media agency, announced the expansion ...more »
- Idomoo: Empowering Dynamic Video Ads on Facebook February 9th 2017 To explore ways to effectively use dynamic video ads on ...more »
- Game, [Data] Set, Match: How Deep Learning Turned Sci-Fi-esque Predictive Intelligence Into Reality February 17th 2017
- Growth of Location-Based Mobile Video Ads Is 2016′s Top Mobile Ad Trend February 16th 2017
- Social Media Ads: What’s New, What’s Next February 14th 2017
- Idomoo: Empowering Dynamic Video Ads on Facebook February 9th 2017
- Want Programmatic to Work for Tech Marketing? Dismiss everything you’ve heard! February 7th 2017
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
- Michael Durwin: Of course ad blockers are popular, and it's the fault of publishers and advertisers. Let's
- 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