TRACKING IN ONLINE ADVERTISING IS about to take some dramatic and revolutionary turns with the rise of online broadcasting. There are two kinds of online broadcasting emerging: IPTV, which generally describes anything resembling traditional television on the Internet, and broadband TV, which describes everything else. The “everything” includes any site that streams video with some form of interactive advertising associated with it. This is neither a universal distinction nor even a meaningful one, except to those who like to distinguish themselves from the wealth of sites currently streaming video by claiming to be “legitimate” media. But in this brave new world where new- content creators are bringing nontraditional content to the consumer, this distinction becomes ever more difficult to defend.
Whether an Internet “broadcast” site is delivering mainstream media, user- generated media content or one of the growing number of content categories that are filling the gap between these two extremes, the revolution in ad tracking technologies applies to all comers. Until recently, online ad tracking was restricted to banners, the primary advertising product available on the Internet. As the growing tsunami of new media washes over the Internet, a whole host of new tracking schemes with supporting technologies will be springing up as well. The main reason for this is that Internet television brings with it the best opportunities to leverage existing broadcast data strategies.
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