Mobile in-app advertising has seen some major changes over the last 12 months. Data providers have developed more robust device graphs and browsing habits have continued their volume shift to mobile.
We have partnered with our display DSP to provide scalable Behavioral Targeting using 3rd-party Device ID-based segments. There are number of ways Device ID-based segments get created – from mobile audience segments that reach audiences who’ve frequently visited physical locations including dining, retail and travel establishments, to audiences based on the types of mobile apps installed on a user’s smartphone.
These types of segments are created based on Device IDs (Apple’s IDFA & Google’s Advertising ID) and are designed to work in conjunction only with in-app inventory. It is recommended when utilizing Mobile Behavioral Targeting that your geo is at the State level or larger, and only large DMAs should even be considered beyond that.
For mobile Content Targeting we have partnered with our display DSP for the ability to target over 80 app categories on mobile devices, which are modeled after Apple App Store’s and Google Play App Store’s app categorization for ease of use.
We recommend using multiple app categories per audience at any geo smaller than a State. Also please consider the optimal size of your geo to be no lower than the City level, DMA or larger preferred. Keep in mind that the usual vast scale achieved with standard category targeting is further limited by the mobile device selection, generally requiring either larger geos or more categories to fulfill the same amount of impressions you would have served otherwise.
We also leverage location-based targeting with Micro-proximity, sometimes also referred to as “geofencing”. It is the ability to target a user based on their real time geographical location down to a few meters (defined by their mobile device with GPS coordinates). Through our inventory partner, Factual, we have over 65 million business listings in 50 countries mapped and this data allows us to target users while they are in a mobile application (in-app, not including mobile web browsers) as being physically located within a particular place of business. Any Micro-proximity campaigns are limited to serve exclusively in-app and only within the defined geofence.
AdCellerant is always exploring the newest and best technology to provide our partners with the most cutting-edge marketing services available. Mobile advertising is a space where innovation is far outpacing any other channel, so we are very clearly focused on acquiring the most compelling delivery mechanisms possible and willing to look at all new mobile technology with an eye towards identifying the most robust solutions for addition to our product stack.