All posts by Alex Dixie

[Originally posted on ADTEKR.] One of the fundamental lynch pins of current behavioural advertising and targeting technology is a small, non-descript text file stored by the browser of users, the humble cookie. What started off as a piece of technology to allow cross-webpage data transfer and persistent storage of local variables has evolved into the basis of the most powerful advertising technologies across the Internet. However, with tightening regulations, consumer mistrust, lack of relevance in the mobile space and lack of cross-device support, is the day of the cookie coming to an end?

Traditional cookie use

Cookies are traditionally used in desktop environments where they are dropped by advertisers or publishers during the course of consumer interaction with websites. Over time, the reading and writing of such cookies across multiple websites allows advertisers to build up a profile of the consumer in question and allocate them to a specific audience segment, … Continue Reading ››