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3 reasons signed-in users are replacing cookies

3 reasons signed-in users are replacing cookies Will Pate

In a world of cross-device usage, cookies don't help marketers deliver consistent targeting

The digital world is more complicated than ever before. Desktop is no longer king; we live in a time in which every person is connected at every moment through an ecosystem of touchscreen devices. In fact, this transition has occurred so quickly that brands and marketers have not been able to fully catch up. The scary thing is that consumers are not going to wait for the industry to get it together before they explore, shop, and buy products online. Marketers are quickly learning that trying to make cookies work across all devices will continue to be a long and arduous technological undertaking. They need new methods for tracking consumers from device to device. Cookies just aren't cutting it.

In a world where marketers swim in a world of big data, few are as knowledgeable in deciphering this landscape as Will Pate, VP of digital at m2. He speaks with iMedia about how the industry must approach the litany of big data opportunities and be selective in its analysis channels. Are you wasting too much time analyzing data points that don't matter?

Signed-in users are not only easier to track, they can also help brands design better experiences

So where are big brands turning to track consumers on multiple devices? It turns out that in a world of hyper social networking, it's never been easier to get people to sign up for online services. Brands like Google, Facebook, and others are leveraging the power of the signed-in user not only to track browser history, but also to improve the user experience on their sites. Signed-in users are incredibly powerful because it puts names to the numbers and puts a huge amount of personal information in the hands of brands so that better advertising strategies can be employed.

Will Pate continues our conversation by explaining the main multi-device tracking challenge marketers face today and why cookies may be serving as a barrier to more accurate and innovative solutions.

Marketers need to track moments, not activity

The way ads are targeted on desktop is very straightforward; brands know what you're most likely to buy based on your browser history. However, in a world where personalization is demanded (and expected) more and more by consumers, it's simply not enough for marketers to deliver ads based on activity. Rather, ads must be delivered to consumers at the right moment and during the correct life stage. This is where the signed-in user offers real marketing potential. Consumers who are registered on a site provide you with data and update it regularly. If you're a social network, data is changed even more frequently to share with friends and family. Tracking signed-in users over browser cookies falls more in line with what marketers have been touting for years; demographics don't matter as much as life stage.

Will Pate from m2 ends our conversation by explaining why signed-in users are not only helping brands track browser behavior, but are empowering companies to improve the digital products and services they offer.

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Article written by senior media producer David Zaleski.

Videos edited by associate media producer Brian Waters.

"Login and password" image via Shutterstock.

Will Pate oversees the digital practice at m2, ensuring best-in-class digital strategy, planning, execution, and reporting for all client businesses. Prior to m2, Pate served the World Bank, Google, GE, ING DIRECT, Spencer Trask Collaborative...

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