Will Scully-Power: Managing Director, Datarati


Cookies, Beacons & Flash Cookies

Marketers are spying on Internet users — observing and remembering people’s clicks, and building and selling detailed dossiers of their activities and interests.

The Wall Street Journal’s What They Know series documents the new, cutting-edge uses of this Internet-tracking technology.

The Journal analysed the tracking files installed on people’s computers by the 50 most popular U.S. websites, plus WSJ.com.

The Journal also built an “exposure index” — to determine the degree to which each site exposes visitors to monitoring — by studying the tracking technologies they install and the privacy policies that guide their use.

Full Story: http://blogs.wsj.com/wtk/



How do cookies actually work?
August 1, 2010, 11:15 am
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Web Analytics | Tags: ,

Watch Video NOW! http://online.wsj.com/video/how-advertisers-use-internet-cookies-to-track-you/92E525EB-9E4A-4399-817D-8C4E6EF68F93.html



Bluekai using data on eBay, Expedia and Kayak to re-target and re-market to consumers
November 6, 2009, 12:42 am
Filed under: Behavioural Targeting, Datarati, Web Analytics | Tags: , , , , ,

C is for Cookie

 

Behind the scenes of a recent online shopping trip, Blue Kai , a startup company that collects Internet user data, was tracking when a Web surfer browsed for electronics on eBay, searched for cruises and checked out snowboards. It also tracked when a Web surfer researched Chevrolet sport utility vehicles on auto site Autobytel and priced flights to Durham, N.C., at travel site Expedia.

After collecting that kind of information, Blue Kai groups Web visits into categories of consumers. It then immediately auctions off the data from some of the sites to marketers and Internet companies, which in turn use it for consumer research and ad personalisation.

The Web companies make money for selling the data about visitors to their sites, and Blue Kai takes a cut. The advertiser gets its coveted targeting.

Full Story: http://online.wsj.com/article/SB10001424052748704328104574515423992819230.html#mod=todays_us_marketplace




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