TagMan's plan to roll out cookie-less ad and conversion tracking technology could become the answer to cross-channel marketing and attribution. The technology -- which supports devices running on Apple iOS, Android, Windows and other operating systems -- aims to replace cookie tracking.
The cookie-less concept emerges from the need to track conversion paths and advertising on smartphones and across platforms, as consumers increase their use of multiple devices and media.
TagMan tracks about 30% of activity from mobile devices running tag management tracking links across apps and Web sites, per Ben Manning, TagMan global product director. The company also tracks advertising and marketing campaigns, such as email, social, search, and display, as well as clicks. Through tag management, the company also captures data on Web sites, such as CRM. The cookie-less tracking allows TagMan to connect the consumer's path across media and device channels, he explains, because they must log in when using mobile apps from, for example, from any retailer or brand like Nordstrom, Delta, and Virgin Atlantic.
The first-party CRM ID that clients pass to TagMan links the consumer's identification on desktop to smartphones or tablets. The client gets a unified view. Clients have access to attribution reports that tell them the number of consumers browsing on mobile apps complete the task on desktops. It helps them better understand the results from mobile campaigns, from search to display or video.
The agnostic tracking model bets on the rise of smartphones and apps. While the best approach requires consumers to sign in to the app first, TagMan's workaround taps technology from services that help identify consumer behavior from multiple devices, and whether it corresponds with traffic patterns, WiFi codes, IP addresses and more.
Google introduced a similar product late last year called AdID, an anonymous identifier for advertising to track Internet browsing activity for marketers. "Advertisers get locked into the Google ecosystem; they need to buy their advertising from them," he said.