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Mobile identity Guide for Marketers
iab.coM/Mobileidentity
targeting
• targeted advertising –servingadsspecificallytopeoplebasedontheirbehavior
• re-targeting–servingadsspecificallytopeoplewhohavealreadyvisitedawebsiteorapp,orareacontactwithinadatabase
• Frequencycapping–limitingimpressionsdeliveredtousersacrossdevices
• audienceextension –reachaudiencesbeyondapublisher’sownedandoperatedproperties
• dynamiccontentpersonalization –tailoringmessagesbasedoncriteriasuchasbehavior,interestsanddemographics
typesoFmobileidentiFiers
measurement
• reporting–identify,segmentandanalyzeusers,gaininsightsintobehavior,habits,contentandofferresponsepatterns.Metricscanincludeimpressiondelivery(reachandfrequency)aswellasadengagementandconversions
• attribution–identifyingasetofuseractions(“events”)acrossmultiplescreensandtouchpointsthatcontributetoadesiredoutcome,andthenassigningvaluetoeachoftheseevents
• predictivemodeling–usingstatisticstopredictfuturebehavior
marketingapplicationsoFmobileandcross-deviceidentity
Theusesofmobileandcross-deviceidentityspansthefullspectrumofdigitalmarketingactivities.Identificationdatacanbebrokendownintotwoprimarycategories:targeting andmeasurement.
Mobiledevicemanufacturersandoperatingsystemprovidersofferseveralidentifiersfordifferentiatingindividualdeviceowners,someofwhichcanbeusedforconsumeradvertisingandmarketingpurposesandsomethatcan’t.Theseidentifierscanbegroupedintotwocategories;hardware-basedandsoFtware-based.
ThereareadditionalsoftwaredevelopersinthespaceofferinguniqueprobabilisticIDsproducedthroughstatisticalmodelingtoidentifyindividualdevicesorenvironments.Thesetoolsaredesignedtotakemultipledisparatedatapoints(screensize,processor,operatingsystem,etc.)fromthesamedevicesinmobilewebandappenvironmentsandproduceauniqueIDcompletelyindependentofcookies.
whyastrategicapproachtomobileidentity ManageMent Matters
ThetypicalU.S.consumerhasseveralconnecteddevicesandexpectsseamlessadandcontentexperiencesacrossthosedevices.Today,thechallengeformarketersandpublishersishowtoeffectivelytargetthoseconsumerswiththerightmessaging,attherighttime,regardlessofthedevicethey’reusingatanymoment.
Inordertoeffectivelymarkettomobileaudiencesandcapturesimilarreportingmetricsavailableondesktop,advertisersmustleverageamixoftacticsandsolutions.
Sources:Conversant,Forrester,IPSOS,ComScore
types examples notesHardware ids
software-basedadvertising ids
•UniversalDeviceIdentifier(UDID)•MediaAccessControl(MAC)Address
•GoogleAndroidAdvertisingID(AAID)•AppleiOSAdvertisingID(IDFA)•MicrosoftMobileOSAdvertisingID
Non-privacysupporting
Privacy-supporting(maybedisabled/resetbyuser).Usedforadvertisingpurposes
waysoFidentiFyingusersonmobile
the average u.s.consumerhas:
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Thisdocumentandwhite paperwaswrittenprimarilyformarketerswhowishtobetterunderstandcurrentapproachesforidentifyingusersonmobileandotherdevicesformarketing.ItwasdevelopedbytheMobileIdentityWorkingGroup,partoftheIAB’sMobileMarketingCenterofExcellence.IABwillcontinuetoworkonindustry-wideoptionsforstreamliningmobileandcross-deviceidentitymanagementandwewelcomeyoutojointhediscussion.Ifyou’reanIABmemberandwouldliketoparticipateinIAB’sworkinggroups,pleaseemail:[email protected].
access to advertising ids
ManymarketersassumethatAdvertisingIDsgatheredbypublishersareopenlyaccessibleandtransferabletootherentitiesformarketingpurposes.However,thisisn'talwaysthecase.InRTB(real-timebidding)settings,accesstotheseAdvertisingIDsismorecommon,butoutsideofthatcontext,somepublishersdonotsharethem.IncaseswherethepublisherhastheoptiontoshareAdvertisingIDswithmarketingpartners(based,forinstance,ontheiruseragreementsandbusinessrules),theremaybevariouscontractualandoperationalrestrictions.Forthisreason;marketersshouldbecomefamiliarwithhow,andinwhatformatAdvertiserIDsareshared,whichmaybeonacase-by-casebasis,oftenwithspecificdatausagecontractsandrestrictions,beforeamobileorcross-screencampaignisrun.
myth:cookiesdon’tworkonmobile
Amorenuancedandaccurateversionofthisstatementwouldbe“cookiesdon’tworkonmobilethewayweexpect,basedondesktop.”Onmobiledevices,becauseofbrowserlimitationsandfragmentedenvironments,cookiescannotbereliedonasasourceoftruthforidentifyingadevice.Ultimately,whilecookiesonmobiledoexistandmaybeusedbyadvertisers,theirpersistenceandacceptancecanvary.Marketersshouldpaycarefulattentiontothedistinctionsbetweentheoperatingsystemsandwebvsappcontentenvironmentsastheycanhavepositiveornegativeimplicationsdependingontheaudiencethemarketeristryingtoreach.Formoreinformation,pleaserefertoiabdigitalsimplified“understandmobilecookies.”
linkingacrossdatasets:tacticsForbridgingwebtoappThereisnoeasy,one-stop-shopsolutionthatmarketerscanleveragetoaddressanyandeverymobileintraorinter-devicematchingandmarketingscenario(forexamplethewebtoapptostorecustomerjourneyillustratedhere).Forthisreason,acombinationofsolutionsmaybeneededaccomplishthefullscopeofamarketer’sneeds,includingweb-basedIPaddresses,cookies,app-basedAdvertisingIDs,1stand3rdpartydataandlocationidentifiers.
iab.coM/Mobileidentity
Mobile identity Guide for Marketers
