Small Networks Set The Standards
April 15th, 2009 by Peter Glaeser |
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Usually the larger an institution gets the less innovative it becomes. There are a few exceptions, but generally the big players of an industry don’t drive innovation.
After UK-based AffiliateFuture the German 2nd-tier affiliate network belboon has also introduced a tracking technology based on local shared objects, also widely known as “Flash cookies”. Back then AffiliateFuture observed a 7% increase in conversions. I’d be really interested to see belboon’s figures.
I haven’t heard of any large affiliate network implementing something similar. For example Commission Junction has become so slow over the years. I take these types of networks are going extinct like the dinosaurs at some point.
Flash cookies are somewhat similar to regular browser cookies. Essentially they are files stored on a user’s computer. The main differences are:
- Traditional browser cookies are stored in separate folders for different browsers. Flash cookies are always stored in the same folder, no matter which browser you’re using. That way the tracking works even if a user switches between browsers.
- The browsers can only delete the cookies in “their” folders. They don’t auto-delete the Flash cookies.
- Unless users block Flash elements, the tracking still works even if they run their browsers in a super-privacy mode.
- Traditional cookies follow an open standard. Flash cookies are controlled by one company: Adobe.