Paul Cook's Blog

With cookie deletion rates leading to significant problems with tracking online campaigns, a solution finally exists.

However, with greater tracking comes responsibility and consumers are becoming more savvy, as the Facebook 'Beacon scandal' has shown.

The problems with network buying exposed by Panorama last night have been around for as long as people have been buying adverts.

However, advertisers can still benefit from blind buying thanks to IASH and improved third party ad serving.

Auditing sites based on unique users may be a step in the right direction but until figures are adjusted appropriately, online will lack the credibility to win serious brand spend.

The UK must adopt the same measurement standards as the US.

Advances in interface design associated with Web 2.0 will make the page impression even less meaningful than it already is. The time has come for internet to be measured more like broadcast media than press.

Yahoo’s decision to open up its email API is great news for web mail users and is a great example of what Web 2.0 is about. How long will it be before a major retailer like Tesco follows suit?

Bebo’s recent decision to allow users to decide which types of ads they want to see highlights the need to make banner advertising more relevant. The next generation of ad serving tools will learn what consumers are interested in and will lead to a renaissance for direct response banner advertising.