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Cookie Deletion and Measurement: What you Need to Know

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Cookie Crumbs in the LibrarySome days it seems online marketing revolves around cookies, those small text files stored in your browser that may be automatically deleted by browsers or routinely deleted by individuals.

Cookies are used (among other things) for measuring performance, targeting advertising and personalizing sites. But how reliable are cookies and more importantly, how does that impact our data and decisions?

As a way to identify an individual, third party cookies are unreliable. However, most advertising applications for cookies assume they are used to identify a person consistently over time. [Read more…]

TV Really Is Easier to Measure than Social Media

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KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media.

Social media proponents responded, defending social media’s measurability and highlight the data social media provides. My favorite was this tweet from Jay Baer (who I have a tremendous amount of respect for and I don’t disagree with lightly).

The problem is, most social media measurement is myopic. [Read more…]