It's been known for quite a while how the ad industry is looking to improve on and replace the cookie for better tracking. Google and the IAB are looking at ways to achieve this, and Google's post by Philip McDonnell, Director, Product Management, has just published a new piece on Conversion Modelling. It tackles the problem of tracking in a world where cookies are failing, in part because of user privacy, and how users are employing many different platforms, such as desktop and mobile, and different browsers, before making informed decisions and making a purchase.
It proposes employing machine learning to analyse signals, such as date and time, device, conversions type across campaigns. Machine learning will help close the gaps observed through the different data sources.
Modeling enables accurate measurement while only reporting on aggregated and anonymized data. This unlocks a full, privacy-centric picture of your customer behavior, ensuring that your performance doesn’t suffer just because direct measurement isn’t always possible.
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thinkwithgoogle.com...]
The marketer’s playbook for navigating today’s privacy environment [thinkwithgoogle.com]
Earlier stories
Google Looks At New Ad Tracking ID, AdID, To Replace Cookies [webmasterworld.com]
IAB Tech Lab Proposes Modernizing Online Ad Tracking [webmasterworld.com]
