See how a few big tech players can replace cookies with their self-developed tracking technology

"Editor's note" The websites you visit will write cookies to your browser, which will be used by some advertising agencies to sell more accurate ads. But based on the inability of cookies to be shared between PC browsers and mobile apps, its relevance to mobile devices has been limited. Now technology makers, including Facebook, Google and Apple, are looking for other technologies to make a breakthrough.

The following is the translation:

Eric Litman, chief executive of Medialets, said: "The dying cookie goes back to the iphone that was launched in 2007." Apple initially restricted Third-party cookies from using the iphone because it thought advertisers could get too much personal information. Third-party cookies are now running on Google's Chrome browser and Android operating system, but they are not effectively running on smartphones and tablets produced by other companies. In addition, because cookies cannot be shared between PC browsers and mobile apps, its relevance to mobile devices has been limited.

Here's how these big tech players are replacing cookies with their self-developed tracking technology.

Facebook

Facebook, in effect, has accumulated hundreds of billions of personal metadata from its 1.3 billion users, including the size of the shoe code, the color of the hair, where to go to school, and so on.

Social networks rely on SSO (single sign-on) to track user behavior. SSO allows you to use your Facebook certificate on third-party websites and apps. When you start doing this, Facebook starts to monitor, track, and record your target information. In a way, you may have already noticed the data-driven ads that appear on Facebook news feeds.

Facebook apps, WhatsApp and Instagram, as well as company-developed apps like Messenger and monitors improve data streams, but now these apps aren't the main ads.

But this approach can only work on the Facebook ecosystem. The company is seeking a breakthrough, and recently Facebook unveiled a new version of the Atlas AD platform (which Facebook acquired from Microsoft last year) in Advertising Week, New York. The new platform is an attempt by Facebook to provide advertising services outside the existing ecosystem.

Google

Like Facebook, Google also relies heavily on its SSO. Your login to your Google account will bind you to the entire Google network.

Of course, Google has the Android phone operating system, which assigns each user a Google Ad ID. Many similar adsense, AdMob and DoubleClick Google Advertising products will use your device's advertising identifier. Along with your visit to Youtube,gmail,voice and search, Google can compile a file about your digital history. In fact, they do the same, the site you visit is tantamount to telling Google a lot of information, no matter what device you use, they will get your information.

Apple

As for Apple, its tracking technology focuses on two things: your email address, which binds you to any iOS or OS X Apple device, followed by your itunes account, which lets Apple know your credit card data, which binds you to the Apple ecosystem.

Your Sign-in ID is tied to Apple's "advertiser designator" or IDFA. This is actually a unique string that is assigned to each user who buys and uses iOS devices. So when running on Apple's ad network, they can decide who will receive the ad, and be able to build a potential connection and return everything you've done on the Apple system.

Fix or exit?

If that is not enough, many large advertisers also get extremely detailed data from third parties such as Liveramp and Experian. For example, Liveramp can provide customers with a large amount of data on daily Online transactions through an e-mail address. These companies can even judge whether an advertisement has caused a transaction in a shop.

Google, Apple, and Microsoft, as the dominant operating system provider, can easily resolve this cross device user ID problem in a unified, Litman way, if they want to, "he said." IDFA and Google Adid are moving in the right direction and want Apple and Google to continue to improve and create a standard that everyone supports. ”

Crucially, whether you're using iOS or Android devices, you can turn off most of the tracking mechanisms--a two-OS Setup menu can help you do that.

Original link: The cookie is dead. Here's how to Facebook, Google, and Apple are tracking you (compile/Wei revisers/Zhonghao)

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