Industry Trends of 2018: Mobile Device IDs
by Rachel Ramos
Advertisers are constantly seeking new, more accurate ways to better reach their target consumers. For several years, location targeting has been a fundamental targeting tactic for advertisers. This type of targeting began as simply allowing advertisers to geotarget consumers based on device registration location and has quickly evolved to utilize consumer’s mobile device IDs for geobehavioral targeting. This targeting tactic allows advertisers to leverage historical data location as a proxy for behavioral data. Division-D has integrated this targeting tactic into our offerings to help further reach our client’s digital advertising goals.
By utilizing a variety of location data sources, advertisers like Division-D are able to identify mobile Device ID’s that have traveled within a tight location radius or address and target those users with advertisements after they change locations. The lookback reports can be pulled as far back as one year for all Device ID’s within a given address, geo-frame radius or across multiple geo-frames and addresses.
Device IDs have proven to be helpful for cross-device targeting. Mobile devices often times have a user’s email address linked. Email gives advertisers greater insights into a user’s online habits. These insights include a user’s behavior across social media accounts, news websites, and a variety of different mobile applications.
Overall, location data allows advertisers to know where their consumers go and how they spend their time. This knowledge is extremely valuable and gives advertisers information to create a better user experience by targeting people at the right time, with the right message. It’s important to note that consumer’s data is absolutely safe! Being that this is both a win for the advertiser and consumer, it’s clear that this targeting tactic will continue to rise in popularity in 2018!