Demystifing the complexities of digital marketing.

Understanding the Path to Conversion

In our recent posts, we demonstrated some of the limitations of cookie-based measurement. It tends to over-estimate reach and under-estimate frequency. The same cookie limitations that lead to reach and frequency inaccuracy also generate an arbitrarily narrow view of a person’s path to conversion.

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Atlas Insights Series

At Atlas, it’s our mission to demystify the complexities of digital marketing – to act as your expert guide so that you can have the most effective campaign possible. The Atlas Insights team is adding to our industry-leading thought papers, analyzing and establishing what’s next and how you can get there faster. You can also view our product materials to see how Atlas can best help you along your way.

Is device sharing a significant problem in ad delivery and measurement?

In a recent post, we explored how cookie-based reach and frequency measurement were distorted due to device proliferation and cookie churn. Now we turn to the question of device sharing, when one device and one cookie correspond to more than one person. In a typical environment with shared computers, such as a library or an Internet café, the same cookie could span dozens of people throughout a day. This may cause cookie-based measurement to under-estimate reach and over-estimate frequency for an ad campaign.

How often do multiple cookies represent one person? 

We’ve all heard that cookies are “broken” and that advertising is quickly moving to a post-cookie world. Though cookies will probably be around for some time to come, they are far from perfect as a measurement and targeting mechanism, and marketers will need to employ other tools alongside cookies to make sure they are measuring effectively.