HTML technology is the key: "Prohibit tracking" or reinventing mobile advertising

On December 12th news, browsers such as IE10, Safari, QQ, 360, and Sogou have announced that they provide "Do Not Track" (DNT) options for users to choose. The advertising precision marketing industry bears the brunt. However, with Apple iOS6's inclusion of banned tracking technology, the mobile advertising industry is not immune.

In the PC Internet era, advertising companies collect data on users’ Internet behavior through cross-site tracking and cookies tracking, and through the analysis of users' online habits to achieve accurate placement of advertisements, thereby gaining commercial interests.

However, in the era of mobile Internet advertising, advertisers often perform accurate advertisements through the collection of user terminal device identification codes, which are restricted by various conditions such as the terminal screen and the network. The user experience is poor, and the low click-through rate has become a problem that must be solved in mobile advertising. .

WAP advertising has the biggest impact on a mobile advertising operator Zhang Lei (a pseudonym) told reporters that the prohibition of tracking technology is currently more direct impact on PC Internet advertising, mobile Internet advertising market will not see the impact in the short term, which WAP advertising may be subject to Certainly, in-App advertising basically has no effect.

Zhang Lei said that the WAP advertising market is increasingly marginalized, and app-based advertising will become the mainstream business model. Although the mobile advertising user experience is poor and challenges users to endure the bottom line, for the current mobile Internet industry, advertising is almost the only Visible profit point.

It is understood that traditional WAP sites such as 3G portals, mobile phones Tencent, air network and so on are relying on "to attract users with content, and then get revenue through advertising" model to survive. Although the scale of mobile internet advertising is still rising, the industry has realized that mobile advertising alone can hardly support the company's huge expenditure. With the advent of the iPhone and Android, 3G are targeting mobile applications as new profit points.

Zhang Lei believes that the vast majority of apps nowadays will collect the user's geographic location, personal information of SMS and address book, but each APP is an independent port. The ban on tracking technology has little impact on it in the short term, but it does not rule out With the growth of new technologies such as Html 5, the web app will become the mainstream application for future development. At that time, the brand display effect advertisements will be greatly affected, but the price of a single click will increase significantly.

Analysys analyst Xiao Xiaojia said to reporters that although the app is more popular nowadays, the web app will become the mainstream application model in the future. The prohibition of tracking technology may have a great impact on the mobile advertising industry.

During the interview, the privacy defenders found that the vast majority of (mobile) advertising companies promoted the collection of user identification systems that merely identified the user as a series of random numbers and did not target individual users individually. Accurately find the target users, their losses will be great.

However, this argument has been refuted by many privacy protection advocates that advertisers use these new tracking technologies to create consumer personal profiles, and they will eventually be able to obtain enough information to access this data - such as spending habits, geographic location and personal Preference, etc. - in series, and the analysis of the user's detailed information, resulting in leakage of user privacy.

Nowadays, privacy protection is more and more valued by users and the society, which also forces advertisers to seek other operating models. Both of them continue to stage “cat and mouse” games. In order to circumvent the limitations of companies such as Apple, advertising network vendors began to use new identifiers to collect user's location and preference information in different applications.

One of the tracking systems is based on a unique identifier in the iPhone's wireless network hardware, known as the "Open Device Identity Network." Other tracking technologies include OpenUDID, which uses the built-in copy and paste capabilities of the iPhone and iPad.

The privacy sharing right also gives users Apple added a new privacy control setting in the latest generation of mobile operating system iOS 6, allowing users to independently choose whether or not to block the collection of information by mobile application ads. The menu has only one option, namely: Prohibit ad tracking." Off by default. At the same time, the “Ad Recognizer” was introduced to replace the previous information collection measures and return the option to the user.

In addition, Apple also recommends that users: "If you choose to prohibit ad tracking, then ad networks using ad identifiers will not be able to collect information and cannot provide targeted ads. "In the future, all ad networks will be required to use ad identifiers.

CCTV not long ago exposed meters advertising, wow stick advertising and wins and announces wireless three advertisement platforms to carry out software promotion through pop-up advertisements, etc., and many softwares promoted belong to piracy (cottage) software, and advertising revenue consists of meters and other platforms and developers. Divide into.

The industry generally believes that the SDK plug-in provided by the vast majority of advertising platforms for developers can run in the background and obtain privacy information such as user location information, phone numbers, and address books, relying on collecting user privacy for profit. There are meters and other advertising platforms for software promotion through pop-up advertisements and other methods, and many of the software promoted are pirated (cottage) software, and advertising revenue is divided into platforms and developers.

Nowadays, as more and more browser vendors follow up with "non-tracking technology, giving privacy sharing rights to users, Apple and Android tighten developer privileges, plus the Chinese government has to strengthen supervision over mobile Internet, and many" bad "It will be increasingly difficult for those operating models that rely on the sale of user privacy to benefit."

Xiaoyao Jia thinks that “forbidden tracking” will become the choice of more and more intelligent terminal manufacturers. It will also force mobile advertisers to change their existing profit models and seek other new revenue channels. The mobile advertising market will also usher in a reshuffle.