Watch out for cookie stuffing

Posted: Aug 7, 2013 in Business, Data, Display
Tags: , , , ,

Cookie

With ad spend still over £15bn / year in the UK, there are a few digital suppliers and publishers who continue looking for the quick buck by cookie stuffing.

Worryingly some marketing consultants and CMO’s turn a blind eye or use the dodgy practices knowingly to improve on the marketing tracked performance.

A few examples of cookie stuffing:

  • When managed service media buys are told to only run prospecting campaigns, yet they use remarketing aggressively to get the last post view conversion.
  • Suppliers popping banners across the net on a blank page to get the last post view conversion.
  • Publishers delivering multi banners below the footer of a site to get the last post view conversion and generate more revenue for themselves.
  • Ad networks requesting a click tracker for a piece of copy and logo, but then just use the click command to pop the site to post click cookie bomb.
  • Pop suppliers popping site when people search for your brand on Google – dropping a cookie when someone is just about to visit your site already.
  • Pop suppliers popping site using a click tracker and therefore dropping a post click cookie on the view – another form of cookie bombing.
  • Affiliates have an abundance of click trackers at their disposal where CTR doesn’t get monitored. Many use these to pop the site to post click cookie bomb also.

These are just a few of the common practises which go on, but this neither helps the industry improve, is fair for genuine suppliers who do things by the book or helps advertisers grow volume incrementally.

Fortunately there are a few tech suppliers out there who can at least help you identify whether traffic is showing a fraudulent pattern such as Traffic Cake.

Agencies and marketing managers need to have a stricter policy on cookie stuffing so then it can finally be put to bed along with the suppliers who do it.

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