December 16th, 2009
Nobody clicks on an ad to buy a car; but that is exactly what many (most – let’s be real) brand advertisers and agencies demand in terms of campaign performance – to justify renewals.
We all go to conferences, read the industry reports all discounting the value of the click as a good campaign performance metric; but in the end the click wins.
Without a conversion event; most all campaigns are evaluated through the prism of the click – simply because we don’t have anything else to easily measure. But nobody clicks on an auto ad to buy a car – the attribution model is broken.
The following Auto ads (screenshot) ran a few weeks back on my CelebrityMilkshake.com site powered by Google AdSense. There was thumbs up / thumbs down voting built into the ads.
Could a valid attribution model be as easy as thumbs up / thumbs down? Think about it (Google is); could something this simple help validate brand campaign performance?
December 12th, 2009
Have you ever wondered why sites like Pandora.com seam to know who you are – even if you deleted your browser cookies recently?
Up to 100k, difficult to find, non transparent, non expiring, not cleared by any browser “Clear / Delete Cookie” functions – Flash Cookies are oh so very sweet for collecting data – so much better than plain old browser based Cookies.
I have heard the stories of ADNETS using Flash to re-spawn browser cookies when a user deletes their browser Cookies; but I had no idea just how many sites are using Flash Cookies for tracking.
Viewing my own Flash cookies (hundreds of entries) I identified no less than a dozen ADNET’s, ad servers, and online marketer cookies. My bank is even using them – they don’t even have flash on their site… Check Your Flash Cookies yourself…
Want more… check out this wired article on Flash Cookies.