Cookie Translator – “Always On”
Our “Always On” Cookie Translator was unveiled by our co-founder and COO, Dan Schwartz, at the 4A’s Transformation conference a little over a month ago. It was received with great fanfare and continues to be a distinguished point of differentiation for RUN in the commoditized marketplace of DSPs and Ad tech companies. To continue to build on this momentum we thought it was about time to dive a little deeper into not only how it works but how it’s visualized in RUN Portal.
Building User Profiles
Our goal with the Cookie Translator has always been to create a transformative solution to identify and build user profiles from desktop display campaigns. As each company’s dependence on cookies wanes and more advertising spend gets allocated into the mobile space, the ability to identify users across screens has never been more important.
Our Cookie Translator was developed with this in mind and it constantly translates desktop campaign cookies to mobile device ID’s while the campaign is in progress. This constant churn of mobile device ID’s is segmented and stored within RUN’s DMP. This allows advertisers to begin targeting their audience across mobile devices during the campaign or target their audience with a subsequent mobile message once the desktop campaign has ended.
Portal Visualization
It is important for us to not only capture the Cookie Translator at work but also make sure that it is transparently visualized in RUN Portal in real time. With that in mind we made sure that every campaign has its own tab that shows the percentage of the plan with the following:
• Percent of Cookies Translated into Mobile Device IDs • Number of Devices Available for Targeting Overall • Number of Devices Available for Targeting Per Placement • *Number of Devices Available for Targeting Per Web Page (i.e Conversion Page)
*This is good way for businesses to upsell existing clients on their mobile phones and tablets.
These data points are also warehoused in our DMP and accessed whenever the advertiser needs them. As we target mobile IDs we report against them in real time through the RUN Analytics Portal.
With the “Always On” Cookie Translator, RUN continues to disrupt the mobile ecosystem by providing cutting-edge technological solutions for the 21st century advertiser. We are excited to keep innovating on behalf of our clients, and look forward to bringing these solutions and more to the marketplace.