Magazine article ADWEEK

Trends: Digital Advertising

Magazine article ADWEEK

Trends: Digital Advertising

Article excerpt

A vast array of technologies and trends are transforming online marketing Because it's hard to wade through the changes, we've whittled them down to six that are significant.--By Anthony Ha

The death of the click through--maybe for real this time. Advertisers and publishers have been predicting--and hoping for--the death of the click-through rate for years, complaining it's a highly inefficient way to measure an ad's success, especially for brand advertising. Click throughs aren't dead yet, but efforts like startup Moat's "Kill the Click" campaign, which focuses on time spent mousing over an ad rather than clicking, should help dig its grave.

The persistence of supercookies Researchers have found that major websites--specifically Hulu and MSN.com--have been following visitors with a file called a "supercookie," which continues its tracking even after users delete it in their Web browsers. Not surprisingly, this doesn't go over well with consumers. When called out, Microsoft and Hulu apologized and claimed to stop the practice. Don't look for them to disappear completely, though--supercookies are legal.

The beginnings of ad-tech consolidation. Earlier this year, Andrew Bloom, vice president of business development at MediaMind, said, "The notion of consolidation is a wet dream for people in the industry." And the dream may have started, sparked in part by Google's acquisition in June of AdMeld. The latest deal came in September, when ContextWeb and Datran Media merged to create PutsePoint, which promises an easier way to create cross-channel campaigns. …

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