New cell phone ID, or will advertisers to track internet users as a condition

The traditional network advertiser, is through the user's computer legacy cookie file to know the customer's preferences, and for their interests to publish some related ads.

But in an age of mobile devices, cookies are facing an unsustainable trend. But the mobile internet has brought a worse message, advertisers or internet giants, perhaps through the mobile phone and the hardware ID of the tablet, the user's behavior monitoring, which will be the privacy of the people, poses a greater threat.

The delisting of cookies has become an industry consensus, with Google (Weibo) and the advertising industry looking for the next generation of alternative technologies, especially to accommodate the new trends in the mobile device pandemic.

Recently, the U.S. Internet advertising industry Organization, "Interactive Advertising Bureau (IAB)" published a white Paper, "The post-cookie world of privacy and tracking," talked about several alternatives to cookies, the most likely to be based on device ID tracking.

Online advertising industry, eager to understand the demographic characteristics and interests of each netizen, but as people from the computer to the tablet and mobile phones, traditional cookie technology is no longer applicable. IAB said he hoped the white Paper would address the first big challenge facing the mobile advertising industry.

IAB focuses on tracking netizens based on device numbers. For example, Apple, Samsung Electronics or Motorola and other manufacturers, can be for each cell phone or tablet, to determine a unique identification code (currently each cell phone already has an international unified hardware serial number).

When netizens use mobile devices to surf the web and consume, Google and other manufacturers will also have a taste for each device ID, which will be shared in the background and in the online advertising industry. In the case of smart phones, manufacturers can also master the location of users at each time.

Currently, Apple has a unique identification code for each iphone or ipad, which has been offered to the advertising industry.

This device ID tracking mode, for advertisers, can address the shortcomings of traditional cookie tracking. For example, once the user clears the cookie file, all trace information will be deleted, and because the cookie is not used on the phone, many times, advertisers can not tell the computer and the phone cookie information, whether from the same netizen.

A consumer, for example, browses a retail web site in the morning, but uses the home computer to buy it at night, making it hard for the advertising industry to analyze and judge.

Based on device ID tracking, you can provide "perfect" tracking accuracy, in addition to tracking users, master user information, will be from a large number of network advertisers, website operators, into a small number of large mobile phone manufacturers.

The advertising industry says they will also have more privacy controls for consumers. IAB's vice president of advertising technology, Steve-sullivan, said the mobile phone or tablet users can choose not to be tracked in the settings.

In the current cookie technology, users can hardly refuse to keep track of, because any Web site could leave a cookie file on the user's computer. Device ID tracking mode, which enables simpler user control.

In addition to device ID tracking, IAB's other tools for tracking netizens include operating system ID tracking and tracking information that can be shared with the advertising industry.

Even in the operating system ID tracking mode, Google, Apple, Microsoft and other manufacturers have operating systems, will become the main user tracking.

According to the report, in the mobile device era, mobile browsers can also be used to track the user's consumption habits, currently on the market about nearly 10 kinds of mobile browsers, its manufacturers will get the user to follow the lead, such as Mozilla Firefox developers.

However, it should be pointed out that the current mobile devices, more pro-Lai use client software, rather than browsers, browsers can only track a small part of user consumption and interest information.

Other tracking devices are said to include "cloud tracking", which is to analyze consumer preferences based on the online services that users use.