Behavioural Retargeting | Code of Conduct to Launch

[KevinEdwards]

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It's been a while since I've updated on the AMC but that doesn't mean the Council hasn't been busy.
You can find the latest work to come from the Council here.

[kier]

Hi Kevin,

Interesting to see this finally released. Can you clarify for me - does this code mean that the 'cookie wrapper' that was being requested by myThings will not be allowed on any of the networks signed up to this? As I read it that seems to be the case but I would like to be sure as this sentence jumped out at me as being a bit vague as to what it covers:

"PI / PV cookie lengths are usually shorter than click cookie windows, for example 24 or 48 hours. This should be a key consideration."

[KevinEdwards]

Hi Kier,

I'll give you a bit of context on some of the issues discussed because I know there have been a few raised eyebrows about sanctioning PI / PV cookies in the first place.

There was an initial, broad consensus when we first started discussing the issue of Behavioural Retargeting that affiliate marketing and affiliate networks shouldn't look to extend the current, very limited use of PI / PV cookies - in other words declining the opportunity to work with BR companies.

However as the discussion progressed it became clear that advertisers were increasingly looking to run this type of activity and therefore it was better to work with these sites and control the cookie overwriting hierachy than have no control over it (potentially leading to massive cookie overwriting).

Following that discussion we needed to decide what would be compulsory and what would be best practice. We agreed that if the cookie hierachy was unambiguous then cookie period setting became much less of an issue and (with advice) should be the preserve of the advertiser to set.

As the cookie hierachy stands the 'cookie wrapping' solution offered by MyThings is not permissable according to the code of conduct. This obviously only extends to affiliate activity in the UK.

I hope that helps. There was significant discussion of all the issues covered so if anyone would like clarity on any of these just let me know.

Thanks,
Kevin

[kier]

Yep that's really good to hear.