Just when we were getting somewhere with cross device advertising
On the surface of things some issues don’t appear to be either controversial or important. Here at GoMo Towers, however, that’s exactly how we were viewing Microsoft’s attempts to kill the cookie. After all, to many people the word cooki is normally followed by the phrase ‘nasty virus’. If Gareth Davies, CEO with Adbrain, is even half correct then this move by Microsoft – which is following in the footsteps of Google could seriously impact the mobile ad industry. Here’s what Gareth thinks of the move – “First Google and now Microsoft – soon all of the major online players will issue an execution warrant for the cookie.”
According to Davies, “The truth is that the cookie was never built for advertisers, and the massive shift to mobile has exposed this fact.”
“Through attempts to reach consumers via multiple touchpoints, the tech giants have built up rich cross-device data.”
Davies continued, “With this in mind, it’s not surprising that they want to replace the third party cookie with their own privacy compliant and scalable tracking methods.”
However, Davies argues that it’s going to take the likes of Google and Microsoft a lot of time to circumvent something as well established as the cookie.
Although Adbrain welcomes top down innovation from across the industry, it believes that exciting multi-screen innovation-including pioneering cross-device attribution and real-time media-buying, is best driven from the ground up.
Especially by companies created with a mandate to make a cookie-less future a reality. We assume Davies includes Adbrain here, of course.