Performance marketing group Tradedoubler claims to be taking a step into the future with a new solution which doesn’t rely on cookies to track prospective customers around the web.
Moves from the likes of Apple to block cookies on certain mobile devices and operating systems have served as inspiration for the firm’s new Cookieless Tracking tool.
The new solution utilises what Tradedoubler calls a ‘device fingerprint’ to prevent highly valuable data from slipping through the net, with Jeff Johnston, VP of product management at Tradedoubler, telling PerformanceIN it’s been designed with the “future in mind”.
“The proliferation of mobile devices, browser behaviour and walled gardens makes traditional cookie-based tracking difficult and sometimes inaccurate.
“We developed Cookieless Tracking technology to allow marketers to more accurately measure the success of their campaigns, and ensure our publishers reap the rewards for the sales they’ve secured.”
Earlier this year, Apple triggered what commentators described as a “dramatic rethink” into the way mobile ad campaigns are run by announcing easy ways for extension developers to block a range of content on its Safari browser.
This included pop-ups, certain types of images and ad units as well as cookies – still considered the go-to way to follow a user around the web.
With mobile purchasing on the rise, Apple’s banishment of cookie tracking was a curveball to some of the many advertisers targeting mobile device owners.
However, Johnston is optimistic about the tool leveraging at least some of the concerns from the announcement.
“This development in tracking accuracy offers marketers the assurance their advertising budgets are fully accounted for and revenues are maximised, while ensuring publishers are paid correctly,” he states.
Cookieless tracking is launched off the back of Tradedoubler making enhancements to its platform for tracking online purchase journeys.