Oracle bought Eloqua, and sells marketing automation as a business service.
A quote from What is Eloquoa all about : “At their core, Eloqua, and other MAPs, help you connect an email address you have (or have collected) to activities of an anonymous person (prospect) interacting with you and your brand across online channels. The fundamental value in these tools and platforms is that help you de-anonymize prospects(unknown) into contacts(known) from interactions like clicking on an email you sent them or by submitting a form, which should at the minimum collect email address and name, from your website, chat bot, landing page etc.”
A Paper on privacy and marketing by Princeton CS – The web never forgets, persistent tracking methods in the wild.
Difference between first party and third party cookies.
Flash cookies are shared across different browsers.
A good explanation of SSP and DSP and the mechanism and need for cookie syncing is here. The end-user supplies attention. The agency/brand demands attention.
Purpose of all this amazing tracking is to build personal profiles to personalize and market various offers, cars and credit cards (?).
Top advertisers on google and facebook indicates many top brands are paying top dollar for the ads.
In some ways it is inevitable that a better advertising medium than TV/Radio should appear.
The raw data creates linked data. Profile data gets built up over years and hoarded competitively to achieve a higher rate of advertising effectiveness. Asymmetry of information between user and the ad companies grows over time. Does it have to be so ?