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Doubleclick Exits The Ad-Tracking Business
Masem writes: "Cnet is reporting that Doubleclick closed down its ad tracking program as of Dec 31 2001, and is shifting from a media company to research and development for online ventures. Doubleclick claims they had upwards of 100million unique tracking profiles at the height of their run, but with the dot-com bust and lower ad revenue rates, ad tracking ran into the red. Even after the worrisome aquition of Abacus Online (which was rumored to allow Doubleclick to connect online and offline consumer profiles), the company could not turn a buck on ad revenues. Time to remove that 'doubleclick.com 127.0.0.1' from /etc/hosts now?""
Uh, they're not getting out of the annoying ad business, just the annoying targeted ad.
I am not a number! I am a man! And don't you
their targeted segment of advertising.
i'm willing to bet large sums of money that they will still be serving ads, just not directly at you anymore....not that you noticed the difference anyway.
IE 6 can be setup to deny their cookies. Unfortunatelty, you can't add them to your HOSTS file because IE considers a failure to load an IFRAME document means the entire page must have failed to load.
Okay, after reading that article you get the impression that targetting ads based on data capture doesn't work.
First off because of the pain/cost of getting a decent level (read both accurate and large coverage) of data in the first place (e.g. i'd imagine if you were the sort who spends large amounts online frequently you would have opted out either through the regular channels or by simply ignoring all their attempts to track you)
Secondly because their clients couldn't justify the cost of buying a properly targetted ad with the return it generates (it cost approximately 400% more than the standard ad type but only gives an improved yield in the range of 200%-300% if you target it right).
When compared to regular mail advertising, banners will lose out because mail;
a) can be far more targetted/available for most demographics
b) has better coverage
c) has a better chance of being read rather than ignored, skipped or stopped by other means
d) available for most demographics
So what have we learnt from all this?
Well that dblclick may have the technology but the customers will not buy despite the promises, or perhaps the fact that the cost increase was not proportionate to the performance increase. Instead their consumers preferred to go with a random assortment of less targetted ads.
Well that's marketeers for you!
Because if I block it in /etc/hosts its gone forever, to everything. Blocking it in Mozilla will not block it if, say, you download some filesharing program that has banner ads on it, or any other program for that matter.
Liberty in your lifetime
http://everythingisnt.com/hosts.html
DoubleClick is NOT leaving the adserving business. Just the Intelligent Targeting product. DoubleClick will still use cookies, still serve ads using targeted information (each host website can dynamically insert key-values into the ad tags for targeting purposes - demographic or behavioral information that can be targeted to).
What DoubleClick is no longer doing is taking traffic data and putting into a big consortium to find interest segment associations and targeting. This is the exact same thing that offline marketers do - you apply for the credit card and buy a sweater at Gap, that goes into a db with your age and location and other info. That info is then contributed to a data pool which also has purchasing habits of Pottery Barn, Ikea, William Sonoma, etc. The various members in the consortium can then purchase lists of various demographics for targeted direct mailings and catalogs.
I don't think the info is sellable - what good is someone else's cookie data? It's not like you'll be able to serve ads to a doubleclick cookie unless you somehow take over the domain. And there's no personally identifiable info in that database either.
.bartacus
For the uninitiated (and for those who aren't forced to use Win at work), eDexter acts as a local-only HTTP server (not accessible through the Net)which replaces the empty boxes caused by 127.0.0.1 in Hosts and stops the resulting time-outs. eDexter has its own image for the space that an ad uses. The default image is a 43-byte GIF (thin pink bar).
Better yet, it doesn't interfere with a locally-running "server" <gag, cough, choke> like IIS or MS Personal Web Server, which some of us also have to run at work. Mea culpa, mea culpa, mea maxima culpa.
woof.
Of COURSE I'd rather run SuSE (even if it would get me sued), but my company wouldn't exist without closed source. And our security is almost as good as Microsoft's! Like Krusty said, don't blame me; they shove all of this money in my hand!