Paul Cook

Founder of TagMan - smart tags, smarter marketing(www.tagman.com). The ultimate Container Tag and De-duplication and online marketing attribution solution which is an independent alternative to Doubleclick Floodlight and Atlas UAT. Over 10 years of experience in Online media and marketing having previously been head of sales for one of the UK's largest radio stations. Founded eCRM software company RedEye in 1997 where he pioneered online advertising measurement.

http://www.twitter.com/adtechzen

The cookie is dead, long live the flash cookie

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.

by Paul Cook 07 December 2007 11:23am 3 comments

Panorama highlights need for brands to monitor placements

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.

by Paul Cook 31 July 2007 07:25am 1 comment

Better measurement holds the key to unlocking brand spend

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.

by Paul Cook 01 June 2007 14:00pm 0 comments

Behavioural targeting key to more brand advertising

The web’s success as a direct response medium has made its failure to attract brand advertising even more apparent. However, as the main hurdles are overcome all of that could change for Web 2.0 enabled sites in 2007.

by Paul Cook 02 January 2007 11:43am 0 comments

Measuring Web 2.0 – The death of the page impression

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.

by Paul Cook 03 November 2006 17:01pm 1 comment

Will Yahoo mash-ups save us from Hotmail?

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?

by Paul Cook 10 October 2006 17:31pm 0 comments

Banner advertising 2.0 – Bebo leads the personalised banner ad revolution

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.

by Paul Cook 03 October 2006 18:00pm 8 comments