The Problem with Cookies on Mobile
Going “Native” with Mobile Audience Targeting
We often hear one of the greatest benefits of mobile targeting is the ability to do so based on location or hyperlocation—messaging a customer or prospect when he or she is right at your store’s doorstep. This may be a successful tactic in certain circumstances, like when there’s scale, or when first-party data also is being used. But location doesn’t equal intent. And for mobile targeting to resemble behavioral targeting we can do with cookies, there has to be an element of intent.
I’ve recently evaluated a number of companies that have accomplished this. Their approach is to analyze signals other than location and device ID, time of day, app-usage habits, other signals in the ad call, and, sometimes, registration data. When these attributes are processed and segmented into audiences we can access in our DSP, they create a richer profile of a prospective customer rather than relying on location alone.
This is a significant step toward developing a more “native” approach to targeting on mobile devices. Using the technical components (Wi-Fi networks, device IDs, and ad-call information) native to the mobile format takes advantage of how we all use our smartphones and tablets. Furthermore, it reinforces Goodway’s goal of ensuring our clients can successfully reach their target audiences. Adding context and intent to location gets us closer to achieving that goal.