And the engine driving web ads is cookies

17 Aug And the engine driving web ads is cookies

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The world of 1960s advertising as depicted by the brilliant Mad Men series looks pretty damn cool.

Who buy canada goose jacket cheap wouldn’t want to hang out with Don Draper enjoying a morning whiskey while storyboarding ideas for the Canada Goose online latest bra advert?

The world of advertising has changed a lot since then, and it is doubtful that Mr Draper would have found quite as much time cheapcanadagoose for carousing in the modern world of digital advertising.

canada goose black friday sale If the TV was the 1960s cheap canada goose uk adman’s Canada Goose Jackets new toy, these Canada Goose Outlet days it is the web. And the engine driving web ads is cookies, small data files stored within browsers that can be used to make connections between a particular machine and websites canada goose uk shop visited. canada goose black friday sale

Pop upsCookies can be very useful remembering details so that people don’t have to register to build up a shopping cart of items on a retailer’s site, for example but cheap Canada Goose they are also increasingly being used to track surfing and help serve up ads based on sites people have visited.

Behavioural advertising, the latest buzz phrase, relies on cookies to enable companies to target advertising based on users’ online activity.

Canada Goose sale To date, consumers have had little buy canada goose jacket choice canada goose uk outlet about the cookies that track them but new legislation from Europe, due to come into force on 26 May, is forcing websites to canada goose coats be more upfront about what data they store and what cookies do with it. Canada Goose sale

canada goose deals Under the canada goose black friday sale EU’s ePrivacy directive, sites must provide canadian goose jacket clear and comprehensive information about the use of cookies, telling people what cookies are there, explaining what they are doing canada goose factory sale and asking for consent to canada goose uk black friday store them on their computers. canada goose deals

canada goose coats on sale The UK’s Information Commission Office recognised that websites needed time to get their heads around the changes and gave sites a year to comply. canada goose coats on sale

canadian goose jacket Now the time is up and those that have done nothing face fines. canadian goose jacket

Canada Goose Jackets Increasingly sites will offer pop up boxes attempting to explain what cookies are doing canada goose coats on sale and offering consumers the chance to turn them off. Canada Goose Jackets

canada goose coats BT was early to comply to the directive and has been held up as a good example of how to do things. canada goose coats

cheap Canada Goose Visitors to its site since March have been met with a pop up box which fades subtly in and out of view. The box explains what cookies are, and how to get rid of them. The whole process takes less than 10 seconds. cheap Canada Goose

canada goose clearance Crucially though, it doesn’t ask for explicit Canada Goose Coats On Sale consent to use cookies, instead asking customers who don’t want to be tracked to opt out. According to BT, few customers have switched their cookies off so far. canada goose clearance

According to data processing firm QuBit, the cost to the UK economy of switching off cookies could be huge.

Canada Goose Outlet “Cookies have become an integral part of the online economy and so anything that discourages their use is going to negatively impact on this market,” said chief executive Graham Cooke. Canada Goose Outlet

canada goose clearance sale “What many of the analyses to date have ignored is the indirect impact on businesses Canada Goose Parka that rely on cookies for their services to function, rather than just the direct cost of lost sales. Put together the potential cost of this directive is frankly scary.” canada goose clearance sale

According to QuBit, behavioural advertising can generate 2.7 times as much revenue per ad as untargeted advertising and, it argues, a reduction in cookie consent would damage this technology, potentially costing up to 648m per year in lost sales.

Hard sellIf there is one thing that the modern canada goose day Don Draper does well, it is to make a mundane product look extraordinary, but ad men are facing one of the hardest sells of their lives to persuade the public that cookies are a must have addition to their lives.

“It is quite a big sell,” admits Nick Stringer of the Interactive Canada Goose Online Advertising Bureau (IAB).

Canada Goose online “We haven’t explained it well enough to the average consumer and people need to know the benefits of cookies in a simple practical way,” he said. Canada Goose online

Later this year, as Canada Goose sale the effects of the European directive kick in, the IAB plans a marketing canada goose clearance sale campaign to do this.

canada goose “We will explain what targeted advertising is. If you don’t like it, you can turn it off. You will still see advertising but it won’t be personalised or relevant,” he said. canada goose

buy canada goose jacket Good websites and brands will work with customers, thinks Paul Doleman, chief canada goose clearance executive of digital marketing firm iCrossing. buy canada goose jacket

“The best brands will explain what they are doing and why they are collecting data,” he said.

“Marketers gather information about people in order to create a better experience. Of course you are selling products, but that doesn’t mean that you aren’t trying to also trying to create a great uk canada goose outlet experience for customers.”

Access deniedHis view reflects a change of heart for marketers.

canada goose store The industry had been vocal in its view that the cookie law, as it has been dubbed, is not properly thought through and difficult to implement. canada goose store

buy canada goose jacket cheap A recent survey canada goose store from online analyst firm Econsultancy found that 82% of marketers thought the directive was “bad for the web” buy canada goose jacket cheap.