The Future of Maintaining State: Business and Policy Considerations for Next-generation Tracking in the Mobile Environment

No ratings

Presented at IAPP 2014 by

Though developed over two decades ago as a state management tool, the HTTP cookie has had a long run as the default tracking mechanism of choice for publishers, online advertisers and analytics companies. Fast-forward to 2014: The exodus of consumers from desktop to mobile devices has been far more swift and steady than industry or even some policymakers anticipated. One of the most important issues is how to engage in effective and privacy-respectful tracking in the mobile environment, where HTTP cookies are potentially ineffective. Meanwhile, the need to responsibly and efficiently collect data about users in the mobile environment for personalized content, targeted advertising and analytics is an ever-increasing business imperative. Join us to explore the business, technical, policy and legal considerations associated with the various alternatives to HTTP cookies that are available in the mobile environment. We’ll look at proprietary client-side solutions, more general approaches like the use of statistical IDs to identify devices and network-inserted IDs and solutions that are not yet developed but hold promise, such as cloud-based state management. What you’ll take away: · Understand tracking technologies on mobile devices · Understand the legal and policy issues associated with each