Mobile advertising 101: data collection and monetization

In the past, consumers used mobile devices to research products that they would eventually purchase in stores.
This reality rapidly changed.

As companies simplify the online shopping process, more consumers are going to both research products and make their final purchase decisions via mobile.

As a result, the marketer’s ability to attribute final purchases to ad strategies became more of a priority.

This same requirement is transported to content consumption, so publishers need to adapt their strategy for mobile monetization.

Today, smartphones gather tons of user data, which can be split in different categories based on how it is collected:

– Device Data: carrier, operative system, browser, etc.

– Location data: GPS or IP based.

– User identifier: a unique, user-resettable ID for advertising. This may be the IDFA for Apple or Advertising ID for Google.

– Possible info on the apps, such as app name, ID, app bundle, etc.

However, there’s so much more.

All this data is collected by software development kits (SDKs) that returns greater targeting opportunities in programmatic.

Data collection can be deterministic or probabilistic.
When it comes to probabilistic user matching on mobile, technicians used to carry out what is known as “fingerprinting”.

AdTech
-LB

Other sources: see in the LinkedIn comments.

Previously posted by Luca Brighenti via LinkedIn.