The Pellucid Perspective - June 2021 - 6
TECH TALK
Big Tech Evolution
Major Changes Coming
By Stuart Lindsay
L
ate last year, Google announced that they would eliminate
the use of website " cookies " . Created in 1994, " cookies "
have been used to track website visits and provided a consumer
behavior data basis for virtually all the advertising revenue
on the internet.
Whether this is being done as a proactive response to increasing
concerns over privacy really doesn't matter. What does matter
is that the collection of 3rd Party data and its use for advertising
will be drastically changed.
" Behaviorial targeting, ad retargeting,
frequency capping,
audience extension and view through attribution are just some
methods that will no longer be possible. " Boston Group, February
16, 2021
You will be hearing more about the " Unified ID 2.0 " over the
next few months. It is a system created by Trade Desk, a major
broker of internet advertising. The code encrypts website visitor
data and masks the ID of the visitor. UID 2.0 has been adopted
by over 225 major
media and
retail companies
including CBS,
Fox, Wall Street
Journal and Neilsen - the leading source of ratings data (among
other things). Trade Desk has handed over the UID 2.0 administration
to Prebid.org in order to foster widespread adoption and
evenhanded independent governance. This appears to be similar
to the relationship of Firefox and Mozilla.
If you are wondering what this has to do with golf course
management; there are some major implications. Many of you
use SEO and some are using retargeting. " Since user engagements
will no longer be able to be tracked, it will be very challenging
to make optimizations and conduct meaningful brand
studies. " Boston Group.
The other thing that is abundantly clear is the increased imApple
supports
Windows.
MAXIMIZE REVENUE WHILE
MAXIMIZING SAFETY
SmartPlay, golf's first contactless technology which is fully
integrated with multiple operating systems, is changing
the way golfers, and you, experience the game. This
cutting-edge technology is built right into your POS system
allowing golfers to check-in and pay for their round using
a mobile device.
With SmartPlay, you learn more about your golfers and
their preferences through their mobile food & beverage
orders and their pro shop merchandise orders.
" The improved experience starts with allowing for the
convenience of booking and paying all online, which
makes the check-in process much more efficient. "
John Bohannon, Manager of Golf Operations,
Moody Gardens Golf Course
Visit business.golfnow.com
to learn more.
6 The Pellucid PersPecTive
June 2021
http://www.Prebid.org
https://business.golfnow.com/operations/smartplay-by-golfnow/?utm_source=Pellucid&utm_medium=newsletter&utm_campaign=SmartPlayJune&utm_content=June%20newsletter%20SmartPlay
The Pellucid Perspective - June 2021
Table of Contents for the Digital Edition of The Pellucid Perspective - June 2021
TOC
Is “prosperity party” nearing end?
Marketers’ cookie jar being taken away
May GPH up modestly (but still...an up)
April Rounds and Utilization; high and higher
#15 Houston, a balance of upsides/downsides
11 Activities; Transactions lead again, Private clubs prominent
The Pellucid Perspective - June 2021 - TOC
The Pellucid Perspective - June 2021 - Is “prosperity party” nearing end?
The Pellucid Perspective - June 2021 - 3
The Pellucid Perspective - June 2021 - 4
The Pellucid Perspective - June 2021 - 5
The Pellucid Perspective - June 2021 - Marketers’ cookie jar being taken away
The Pellucid Perspective - June 2021 - 7
The Pellucid Perspective - June 2021 - May GPH up modestly (but still...an up)
The Pellucid Perspective - June 2021 - 9
The Pellucid Perspective - June 2021 - April Rounds and Utilization; high and higher
The Pellucid Perspective - June 2021 - 11 Activities; Transactions lead again, Private clubs prominent
The Pellucid Perspective - June 2021 - 12
The Pellucid Perspective - June 2021 - 13
The Pellucid Perspective - June 2021 - #15 Houston, a balance of upsides/downsides
The Pellucid Perspective - June 2021 - 15
The Pellucid Perspective - June 2021 - 16
The Pellucid Perspective - June 2021 - 17
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