You simply can't have a discussion about measuring the value of the individual online interaction without entering the cookie debate. While privacy has always been a part of the measurement equation, site owners have begun to see a shift in the information users allow websites to collect -- and that will mean big problems for the future of web advertising and marketing.
With the widespread plague of spyware, adware and other intrusive forms of advertising, users along with consumer advocate watch dogs have cried out for help as their browsers were hijacked and their computers slowed to a halt. Software providers and hardware manufacturers answered with solutions. Some of those solutions included the wholesale removal of cookies and new data-blocking tools.
Consumer paranoia in generically removing all cookies will not only destroy the nasty violators but limit a site owner's ability to measure the value of investments in the online experience as well. Most would not consider search advertising intrusive, but search measurement will also become a victim of cookie removal collateral damage.
iMedia Search Editor Kevin Ryan's current and former client roster reads like a "who's who" in big brands; Rolex Watch, USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota Motor Sales, USA, Panasonic Services, and the Hilton Hotels brands, to name a few. Ryan believes in sound guidance, creative thought, accountable actions and collaborative execution as applied to search, or any form of marketing. His principled approach and staunch commitment to the industry have made him one of the most sought after personalities in online marketing. Ryan volunteers his time with the Interactive Advertising Bureau, Search Engine Marketing Professional Organization, and several regional non-profit organizations.
Ryan is managing partner at Kinetic Results.