Tag Archives: Web browser

Updates from Chicago Booth

Without cookies, online advertisers have to piece together crumbs
By Brian Wallheimer – Google announced this year that it would eliminate automatic third-party cookies on its Chrome browser. The company joins Apple and Mozilla, which earlier made users opt in to the technology on their browsers. While Google’s move may be positive for users who want privacy, it’s bad for companies that want to target ads to specific audiences.

Boston University’s Tesary Lin and Chicago Booth’s Sanjog Misra evaluated the alternatives for advertisers. Building an analytical framework and conducting an empirical experiment, they find that advertisers have few good options for constructing accurate user profiles.

“The system was already broken and imperfect,” Misra says. “Any time there is fragmentation, anything you want to measure is going to be off to some degree. Now the rules have changed, and it will exacerbate that fragmentation to a much greater degree.”

Cookies are tags from websites that live on a person’s computer or internet-capable device. When you search for shoes online, the search page and the sites you visit leave cookies that can be collected to tell a company such as Zappos that you’d be a good target for an ad.

Because people use more than one device, a third-party company can collect cookie data to see a person’s browsing history. These companies use a data-linking strategy to cross-reference cookies to see where names, email addresses, and other identifying features overlap and then stitch together a more complete user profile. Advertisers can track if an ad is effective, even if that ad is viewed on a smartphone by someone who bought the shoes on a laptop a day later. more>

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Annual Review of Communications: Volume 59

BOOK REVIEW

Annual Review of Communications: Volume 59, Editor: International Engineering Consortium

By George Mattathil – The recent “dot-com bubble” provided insights into the interplay of different sectors of the economy during a technology adoption cycle [12]. A successful technology adoption trend has four necessary requirements: market demand/need, mature technology, institutional support and promotion. These factors interacted adequately in the case of railroad, aircraft and telephone, but not the Internet. The popularity of the Internet created by the easy-to-use Netscape web-browser provided the demand and resulted in the institutional support it received, creating the bubble [6]. The superseding factor (“newer is better”) took over in favor of the Internet. However, the adoption cycle was not able to run its full course because all the success factors were not in place for the Internet. The Internet had three of the four factors — demand, support and promotion — but lacked technology maturity. more> http://tinyurl.com/metmnjf

Evolution of the Web in One Interactive Graphic

INTERACTIVE GRAPHIC

By Tim Newcomb – The evolution of the web is a beautiful thing, especially when Vizzuality and Hyperakt combine all the latest in web design into an interactive graphic that gives viewers a colorful array of web history.

Debuted at Google I/O, the visualization uses color bands to represent the interaction between web technologies and browsers, highlighting web apps and the growth of technology. more> http://tinyurl.com/c4b4k29