Who's Breaking the Rules
Best Practice: Let the Cookie Crumble
In 2015, Google started to own retargeting on the Google Display Network. The company required third-party vendors to own both ends of the cookie in order to retarget consumers with display ads. Those ends are the data management platform (DMP) and the demand-side platform (DSP).
Indeed in March, Google announced the “Google Analytics 360 Suite” would allow marketers to “see the complete customer journey.”
And in May, Redwood City, Calif.-based Turn Inc. had a booth at The Marketing Nation Summit hosted by Marketo in Las Vegas and announced via its blog, “Our system can receive 3 million bid requests and data collection pixels every second, and respond with meaningful answers within 20 milliseconds.” (Turn also offers mobile tech.)
So far, it seems the cookie is still safely in one piece.
Best Practice: Don’t Append Emails
In June, Microsoft announced it bought LinkedIn, and one of the features would be that Microsoft’s Outlook could sync with data on the professional networking site.
That would allow, for instance, professionals who are getting calendar invites for meetings to be able to look up fellow attendees ahead of time and learn what they have in common. Perhaps they follow the same influencers?
It sounds like a giant email append.
The thing is, many marketers recalled a 2012 Experian CheetahMail blog post by Ben Isaacson that created a precedent that ended email append at that point.
Since then, some marketers have returned to the practice — including Experian in 2015. However, Experian and others have been quick to point out that their append practice is for “a file that has already opted in to receive communications” and doesn’t include
email-to-offline data, such as postal information.