P.I.E Persistent Identification Element

Present Situation:

All advertisers, websites and networks use cookies for targeted advertising.

From the simple capping to the more sophisticated behavioral targeting, cookies are an essential part of any campaign.

But cookies are under attack. According to Nielsen they are being erased by 58%
of users creating serious problems for Publishers, Advertisers and Networks. Some of these problems are:

  1. Unique users are counted more than once; inflating and distorting traffic statistics. .
  2. Targeting becomes a nightmare.
  3. Frequency capping is evolving into a completely futile exercise
  4. The usefulness of registering users is severely hampered.
  5. The erasing of cookies threatens many cookie dependent server-side applications.
  6. Ironically it also affects the visitor himself by not permitting him to effectively opt -out of being identified; since it does not allow the server to place an anonymous cookie per the users’ request.
  7. Lower CPMs since the CPM level is directly related to the targeting capabilities.
  8. Cookies that are in place to enable automatic access for registration-required sites like newspapers or web mails disappear. Without this dynamic process, users will have to re-enter each log in their username and password increasing user drop offs. Although the users themselves create the problem by erasing cookies, most of them do not make the connection between erasing their cookies and automatic registration.

Please refer to the following articles regarding this issue.

http://www.unitedvirtualities.com/imediaconnection/

http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=28396

Present Solutions:
None.

UV Solution: PIE (Persistent Identification Element)

PIES are a cookie support product that ensures persistent identification of the users

There are two types of PIES

  1. AccuCounter PIE, a cookie replacement that counts Unique users accurately
  2. Backup PIE: a PIE that not only counts unique users but also recognizes the visitor and restores any erased cookies.