For advertisers, one mobile user has previously often looked like two. Google has a solution – they have come up with a way to overcome the ad-targeting gap between mobile web visitors and mobile app users.
The online ad giant is set to begin testing a new method of targeting tablet and smartphone users that connects the separate tracking mechanisms that follow what people do on the mobile web and in mobile apps respectively, the people said. Until now, advertisers have usually been forced to treat individual mobile users as two unconnected people, depending on whether they are using a mobile browser or apps.
A Google spokesman confirmed the effort. “As an alternative to less transparent methods, we’re doing some tests to help businesses run consistent ad campaigns across a device’s mobile browser and mobile apps, using existing anonymous identifiers, while enabling people to use the established privacy controls on Android and iOS,” the spokesman said in an email.
The targeting method relies on Google’s two-million-plus network of third-party sites and its mobile app ad network AdMob, which is able to track and serve ads to users of hundreds of thousands of mobile apps across Apple’s iOS and Google’s Android mobile operating systems.
Why It’s Hot
The consumer journey! We all now how much effort goes into understanding how consumers begin and end their journey across different experiences. Although an innovation like this was bound to make it at some stage, now it has. This will enable advertisers to offer ads far more consistently across a user’s experience.