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Five year death sentence to internet cookies

Do Not Track

If you are one of the many people who are against internet tracking cookies, then you would be happy to know that it is believed that these internet tracking cookies have just around five years before they are killed off for a better technology. Paul Cimino, the Vice President and General Manager at Brilig Digital Data Solutions, says so. His company is all about analyzing first party and third party data and then coming out with ad campaigns. So dealing with internet tracking cookies is one of the primary parts of his company.

He says that after the internet tracking cookies are killed, the new technology will allow users to customize the ads that they see to suit their tastes. Cimino calls this the “tailor don’t target” advertisements.

One of the main reasons for the guaranteed death of internet tracking cookies is that most users today use devices which can not be tracked using cookies. And these devices include the smart phones and the tablets of the modern age, which drive 35 per cent to 40 per cent of the internet traffic today.

Cimino says that he can still use the IP address and the part of the user agent that he can see from these mobile devices to target ads for the users behind the device. He says,

“With these 10 matching agents we’ve built a cooperative of matching, because most of the matching that you see out there is a single-circuit. It’s “A’ matching agent and “A” campaign and “A” advertiser. “

Source: Slash Gear

3 Comments

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  1. Also, more importantly, I think the cat is out of the bag on this one. Likely we’re going to see similar technologies sprouted for the purpose of tracking people, even though Cimino says that’s not what cookies were developed for in the first place. Don’t you? Seems pretty lucrative for advertisers…

  2. Cookies are used for far more than just advertising, session management especially.

    IP tracking is completely useless, as several computers may appear to be using the same IP when they are behind a router. Plus, a users IP address can unexpectedly change for a number of reasons.

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