Cookie Flaws and Cross-Device Problems | AWXI Panel
One of my favourite things in the world is to attend seminars and events and take copious amounts of notes. Often colour coded, these notes are likely housed in one of the dozens upon dozens of notebooks that lay strewn about my space (or in my Evernote with my delightful Penultimate app).
I was very fortunate to be able to attend Advertising Week (AWXI) in New York this past fall. As the leaves changed colour in Bryant Park, so did the flurry of notes from each session I attended. Here is are some of my favourite nuggets of knowledge and quotables.
Session 3: Where the Cookie Crumbles: Solving the Cross-Device Problem
With: Erik Johnson (MD, Atlas), Adam Gitlin (Head of Data, Annalect), Scott Russell (Head of Precision targeting, Microsoft), Wister Walcott (EVP Product and Co-founder, Marin), David Wong (VP Product, Nielsen)
- 60% of people use mobile while in-store shopping (good news for Serena!). But 94% of commerce transactions still happen offline.
- The cookie is flawed. Oh, those apps. Underestimates reach, over states frequency in targeting.
- “It’s not a mobile vs. desktop budget,” says Adam Gitlin.
- “It has to be targeted, but not super creepy,” says Wister Walcott.
- Challenges of ad formats and measuring (i.e. desktop may get 5-10 clicks while mobile is 1-2 clicks)