[x+1] Finds Way Around Third-Party Cookie Rejection
Digital marketing platform provider [x+1] released updates to its digital marketing hub Origin 3.0, simplifying the creation of the hundreds of variable ads that serve up in real-time, as well as bypassing the need to drop third-party cookies into browsers.
Origin 3.0, dubbed the "intelligent decisioning" platform, determines the best time and ad to serve up to a person based on behavior, IP data, demographics and more.
The new version of [x+1] Origin includes data synchronization, dashboard-based reporting and alerts, and the ability to better visualize the data that comes from Web sites, landing pages, display media, email, mobile apps, devices, and offline direct marketing. It does this partly through integration with the Media+1, demand-side platform (DSP); the Site+1, Web site personalization tool; and Funnel R/F attribution analytics and reporting capabilities.
John Nardone, chairman and CEO of [x+1], calls it a real-time marketing engine. About 15% of user browsers reject third-party cookies. Apple's Safari comes that way as a default, for example. While the browser will not accept third-party cookies, few consumers reject first-party cookies because the Web site they visit will not allow them to search for information on the site.
Problem fixed -- something rivals don't offer, according to Nardone. In October, [x+1] released a Web services API for its “data management platform" (DMP) that allows the company to bypass the need to drop a cookie in a Web browser to track page views and serve up ads. Essentially, the Application Programming Interface (API) provides communication between servers. Data from a customer's system can be passed to the DMP using server-to-server protocols, and then passed back to the client.
Now the API is integrated into Origin 3.0. The offering gives marketers integration into mobile, as well as a choice between using traditional browser-based tags or the cloud-based Web services APIs -- things not possible with standard browser-based integration.
Through the Web services API, the identification tag is passed through the back end of the platform to the client's system. The client requires the technology company to pass an ID to facilitate the transaction. Through Web services, the client can call the tech provider with their own ID without requiring them to drop only one cookie into the browser.
The new version of Origin also supports Offer Eligibility Rules within the Web site provisioning tools that allow marketers to build complex logic easily. Nardone pointed to financial institutions as an example. Banks have many services they can sell to consumers, but all are based on complex logic, such as credit scores, geography and more to determine the correct offers for eligible consumers. That process has been simplified to ensure that consumers don't get incorrect information.