Apple’s Intelligent Tracking Prevention 2.1 (ITP2.1) limits the length of client side cookies to seven days. In short this means a Safari user that visits your site today will be viewed as a new/separate user if they don’t directly interact with your site within the next seven days. On February 21, 2019 WebKit (the web browser engine that powers Safari, Mail, App Store and more) announced the next iteration of Intelligent Tracking Prevention with iteration 2.1 or ITP2.1. The largest and most impactful change in IPT2.1 is to client side cookies, which will now be capped to seven days. From WebKit’s announcement: “With ITP 2.1, all persistent client-side cookies, i.e. persistent cookies created through document.cookie, are capped to a seven day expiry.” In layman’s terms, this means a user visiting your site with Safari today will be viewed as a new/separate user eight days from now if they don’t directly interact with your site during that … [Read more...] about What is ITP2.1 & What Does It Mean for Digital Marketing?
Thrift shop what does it mean
There is a fairly new catchphrase going around the marketing sphere as it relates to a brand’s customer journey. The term is “mobile first,” and it is intended to mean that as a company thinks about its website or its other digital means of communications, it should be thinking critically about the mobile experience and how customers and employees will interact with it from their many devices. The term, similar to “big data,” is becoming so overused that it has started to lose its meaning. Some might wonder if mobile first means building a mobile app (god, I hope not), or if it means your website’s user interface (UI) should be responsive. Or does it mean that marketers really need to sit down and completely rethink their customer experience and re-map out their customer journey, especially as it relates to its largest-growing demographic of new consumers and employees, the millennials? If you guessed the third option, you would be right — at … [Read more...] about What Does It Mean To Be Mobile First? And Why Should Marketers Care?
The deal is done. Microsoft has swallowed Yahoo search whole and we can all be put out of our long, lingering misery. Yahoo has given up on search and thrown in the towel. But, outside this industry and our incestuous little gossip circle, what does it really mean for average folks? Does it make a difference… really? When all is said and done, will the news amount to a hill of beans? Well, in the long run, it’s probably a good thing for most of the players involved, including users. My original concern when rumors of Microhoo started to fly was the distraction that the integration of two very different and somewhat challenging cultures would become. I was afraid that the search user experience would get lost in the process. But the revenue share split does away with that concern, which is good for users. Yahoo can continue to be Yahoo, minus the “distraction” of search. Microsoft can get serious about search with a more viable economic engine to justify their … [Read more...] about What Does It Mean For Users?
AdRank in AdWords is a key AdWords marketing concept that plays a huge role in determining how prominently your ads are displayed in a SERP and also your cost-per-click. So, when Google quietly announces huge changes on how AdRank is being calculated, you should definitely pay attention! In my column today, I’ll explain in detail what AdRank is — and everything you need to know about the algorithm change! How Are Google Ads Ranked On A SERP? AdRank determines the order in which competing ads should be ranked on a SERP, which (obviously) has a huge impact on the visibility of your ads to potential customers. Here’s the basic concept: The preceding figure illustrates how competing ads on Google are ranked in descending order of Ad Rank. The advertiser that has the highest product of maximum CPC bid and Quality Score wins the coveted top ad spot. How Does AdRank Impact Cost-Per-Click? A less known (and more confusing) fact about AdRank is that it plays a huge role in … [Read more...] about New AdWords Ad Ranking Formula: What Does It Mean?
It’s hard to meet anyone in the digital industry who hasn’t heard about RankBrain. And it comes as no surprise that this system along with its impact on search results raises endless questions and disputes. We’ve made an attempt to understand the way RankBrain operates and if there’s anything we can possibly do to optimize for it. Let’s start from the very beginning. What is RankBrain? RankBrain is a machine-learning system developed by Google to help improve search results and to interpret brand new queries that haven’t been previously searched for. Some experts consider it to be part of the Hummingbird search algorithm, which was launched to help Google better understand the meaning of the entire query behind exact keywords. The first official statement about RankBrain was made by Google senior research scientist Greg Corrado on October 26, 2015. Here’s how Greg explained the operating principle of the algorithm: “If you’re … [Read more...] about How does RankBrain work and what does it mean for search marketers?