Third party ad serving – Tracking a single user across multiple browsers on the same device
Tracking a single user across multiple browsers on the same device
Users very rarely use a single access point or single browser to use the internet. Instead users come on from different devices and browsers, sometimes using more than one device at the same time. This is a pain for online advertising for the simple reason that multiple cookies look like multiple individuals in the data that comes out of the ad server after it has completed tracking and processing its gargantuan datasets.
Users who use multiple browsers frequently are harder to track as activity is recorded against two separate cookieID’s which are never matched and technically speaking the ad server sees two separate individuals.
This is a danger for the marketer and the Agency because the true number of users seeing adverts is skewed. If there was just a single browser in existence then online ad measurement would be far more reliable. In the reporting chapter later on in this book we will see that ad server reporting still does not offer a solution to rooting out the uniqueness of all cookies when faced with the problem of users that use multiple browsers. Bearing this in mind when conducting analysis of the ad serving data may help in providing a clearer picture of the total number of users interacting with ads in the campaign.
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