Tag: Fingerprinting

Learn about the platforms, technical processes, and inner workings of the AdTech and MarTech industries with our ever-growing knowledge base

AdTech Processes

What Is Device Fingerprinting And How Does It Work?

April 21, 2023 by ,

When advertising moved from the offline world to the online one, advertisers were presented with an opportunity they hadn’t had before — individual ad targeting. Instead of replying on contextual targeting (e.g. showing an ad for new boats in a magazine about boats), they could show their ads to Internet users based on their behavior […]

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What Is Device Fingerprinting And How Does It Work?

AdTech Industry, AdTech Processes

Alternatives to cookie tracking

November 10, 2020 by

Cookies are a fundamental mechanism used in the advertising industry for ad personalisation and behavioural targeting, re-targeting, frequency capping and much more. Nowadays, a majority of ad technology providers that are disrupting* advertising industry are still relying on cookies to a great extent. With recent bad publicity around cookies, new European legislation (so called Cookie law) and new […]

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AdTech Industry, Web Analytics

Tracking with web bugs, beacons, pixels, tags.

November 10, 2020 by

Web trackers (also web bugs, beacons, pixels or tracking tags) are used in tracking visitor behaviour/activity on websites. In this post I explore workflow of a web analytics tracker as well as point out potential pitfalls and issues to pay attention to when designing your own tracker. Web analytics tracker workflow Most web analytics systems use pixel tracking by default, which basically means loading […]

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AdTech Industry, AdTech Processes, Web Analytics

Cookie tracking in advertising and web analytics

November 10, 2020 by

Cookies were invented in 1994 by Lou Montulli and John Giannandrea, at that time an employees of Netscape Communications. Since then cookies become an inseparable element of every ad technology. Why cookies are so important? Where do they fit in today’s advertising ecosystem? Are they replaceable? What is the future of cookies.

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Cookie tracking in advertising and web analytics

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