The Cookie is Crumbling: "Audience Recognition Crisis in Mobile"
Solving the Audience Recognition
Crisis in Mobile
James Lamberti, GM and VP of AdTruth
Ed Chater, VP of Media Operations Somo Ltd.
Audience Recognition Crisis
Today, Marketers are blind to
40% of their audience.
For the remaining 60%,
cookies last only
4 days on average.
Firefox is evaluating blocking
(30% of desktop traffic globally)
3rd party cookies.
Apple’s Safari does not support 3rd
On mobile phones and tablets, (50%
of today’s Internet traffic) cookies
Sources: comScore, Business Insider State of the Industry Report March 2013, AdTruth Research and Analysis
Privacy Concerns are GrowingCncerns are Growing
than one year ago
Source: TRUSTe Privacy Index 2013 Consumer Confidence Edition
How Device Recognition Technology Works
Points are Gathered
Client Side Collector
40 character SHA1 hash ID
The Right Approach: Privacy by Design
Probe Carefully! Recognition vs. Fingerprinting
Device Recognition NOT “Device Fingerprinting”
– Flexible Design
– Limited Access and Collection
– Non-Invasive, Passive Observation
– Recognize, NOT Permanently or Uniquely Identify