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Critical Question 5 Google AdID

The internet advertising industry is rapidly evolving, with Google’s proposed AdID set to redefine how data is collected and utilized for targeted advertising. This $117 billion industry utilizes various forms of communication, including emails, social media, and banner ads. As cookies face increasing scrutiny, AdID aims to enhance user privacy while offering advertisers a more consistent data model. Explore the potential impact of AdID on consumer security, advertising strategies, and the competitive landscape as tech giants like Apple and Mozilla invest in their own tracking technologies.

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Critical Question 5 Google AdID

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  1. Critical Question 5Google AdID Comm 365-101 Matthew Ho Matthew Ho Comm 365-101

  2. Internet Advertising Industry • Using the internet to provide promotional marketing messages to consumers • Can take the form of one-way, two-way, and many other forms of communication • Used in the forms of: Emails, Search Engine Optimization, Social Media, Banner Ads, Mobile Devices

  3. Key Facts • $117 Billion Industry • Largest internet users locations: Asia (44.8%), Europe (22.1%), and North America (12%) • Largest growing advertising form, growing 26.3% from 2012 to 2013 • Google earns nearly 1/3 of all online ad revenues ($38.6B) according to Mashables.com. Facebook ($6.4B) and Yahoo ($3.5B) are second and third respectively.

  4. What Is A Cookie? Remembers information about that users visit, and sends back that data to the website A piece of data or file sent from a website that is stored in a user’s web browser Cookies can come in different forms: third party, secure, session, persistent, etc. Can track an internet user’s web browsing. Ie) usernames, real names, billing addresses Allows for a quick client/ server interaction Can be used for personalization of website Originated for use in E-commerce

  5. Cookies and Advertising • Behavioral targeting- create advertisements based on a user’s browsing history or trends • Banner ads targeting certain users • Product placement in E-commerce • Develop web profiles of online consumers

  6. AdIDVs Cookies • One consistent method of collecting data • Makes the consumer feel ‘Safer’ • Can have larger and more elaborate profile of consumers • Different cookies from different platforms • No consistent cookie/ privacy issues • Many cookies are now being blocked by web browsers

  7. AdID For Google (+) Gain further control of internet advertising (+) Advertisers would have to agree to Google’s guidelines (+) Google gets more data! (+) More data = more power (+) There are tons of different cookies from different companies. AdID can streamline all the data into one profile, and is much more consistent (-) Competitors such as Apple and Mozilla have already started investing into their own trackers. This can force a new form of competition for cookie-like data

  8. AdID for Consumers (+) Improved user security and privacy (+) Users will have ability to better control advertising tracking and settings available in-browser to place limitations (+) Auto resets on a yearly basis (+) Allow users to create a second anonymous identifiers for more private browsing sessions (+) Possible to allow users to be able to adjust which advertisers are approved by AdID and block certain ones. (-) Google has the power to potentially link the data to a consumer’s personal account (Gmail accounts) (-) All of the consumer’s eggs are in one basket, and if it is hacked then all the data is in one place.

  9. AdID for Ad Platforms (+) Can allow advertisers to track consumers on multiple platforms from Google. (Chrome web browser, Gmail, smartphones, etc.) (+) Many browsers are starting to block third-party cookies anyways (-) Have to play by Google’s rules (-) Google can dominate this industry (which they already almost do)

  10. Final Thoughts… • AdIDhasn’t been announced yet. There’s tons of Google projects that don’t see the market • Cookies are ancient in terms of technology years… it’s about time there’s something new • No true benefits for consumers  The avg consumer probably won’t notice a different experience • Difficult to assess the benefits for advertisers as they haven’t released AdID yet • This would allow Google to be an even larger data giant than they already are

  11. Sources • http://www.warc.com.ezproxy.library.ubc.ca/Content/ContentViewer.aspx?MasterContentRef=c5b8a532-f242-4493-a0c6-cce5b076a190&q=internet+advertising • http://en.wikipedia.org/wiki/Online_advertising • http://mashable.com/2013/08/28/online-ad-revenues/ • http://www.marketingpilgrim.com/2013/07/nielsen-reports-ad-spend-for-internet-up-26-percent-in-q1-2013.html • http://en.wikipedia.org/wiki/HTTP_cookie • http://live.wsj.com/video/how-advertisers-use-internet-cookies-to-track-you/92E525EB-9E4A-4399-817D-8C4E6EF68F93.html#!92E525EB-9E4A-4399-817D-8C4E6EF68F93 • http://www.microsoft.com/security/resources/cookie-whatis.aspx • http://dictionary.reference.com/browse/HTTP%20cookie • https://support.google.com/accounts/answer/61416?hl=en • http://live.wsj.com/video/how-advertisers-use-internet-cookies-to-track-you/92E525EB-9E4A-4399-817D-8C4E6EF68F93.html#!92E525EB-9E4A-4399-817D-8C4E6EF68F93 • http://www.usatoday.com/story/tech/2013/09/17/google-cookies-advertising/2823183/ • http://www.digitaltrends.com/opinion/what-is-google-adid-and-how-will-it-replace-browser-cookies/

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