Device ID Targeting: What it is and why do you need it in your marketing strategy?

When it comes to marketing, there are a host of strategies you can leverage to drive more qualified leads and boost sales for your clients. Gathering location data is one of them. Every mobile phone and tablet has its own unique device ID to distinguish it from other devices in the world. This gives marketers the ability to monitor the location information for a mobile device and target customers or their devices based on where they’ve been, where they live, and much more. Marketers use this collected data to help reach a client’s audience based on where the users have been to help target prospective customers, current customers, and even recurring customers.


Device ID (DID) is a geo-fencing product that allows you to target devices that have been at a previous location. You can capture these devices by mapping out a list of locations during a specified lookback period, which is the specified timeframe you want to capture data from. Then, DID delivers ads to the devices that live in the targeted locations for your marketing campaign.

This mobile device ID targeting allows you to gather information about your targeted customer such as their email engagement, offline purchases at retail stores, online browser searches, where they live, demographic data, etc. The unique mobile device ID ensures that all the customer’s behaviors and interests you’re tracking across different platforms really belong to the same person.


According to Pew Research Center, the vast majority of Americans – 95% – own a cellphone and about 50% own a tablet. A 2018 survey by Factual and sponsored by Lawless Research showed that 87% of mobile marketers see success with location targeting. The marketers in the survey said that they achieve growth in customer base, experienced higher response rates, and saw higher customer engagement with the use of location data. Because mobile use is rapidly on the rise and marketers have found that location data boosts the effectiveness of marketing and advertising campaigns, leveraging mobile experiences should be a part of every successful marketer’s strategy. There are various situations in which you should use DID including:

  • Retail: A shoe store’s marketing team may want to target anyone who has visited a competing shoe store or people who work at nearby businesses.
  • Home Improvement: You can use DID to find customers who are interested in doing home improvement projects. You can gather information about homeowners and what their interests are.
  • Recruitment for Blue Collar Workers: Gathering data on job seekers in your area or the specific location you want to target can do wonders for your marketing strategy. For example, you’re in charge of advertising for a factory. You can find blue-collar workers to recruit by geofencing career fairs and the physical location of your competitors.
  • Restaurants/Bars/Breweries: Using information from customers’ previous visits to restaurants, you can create an advertisement targeted to customers have been in these areas.
  • Auto Dealerships/Parts & Service: Mobile device ID targeting can map out other car dealerships or used car lots to promote a dealership’s parts and services. These dealerships want to reach out to auto owners who need oil changes or other maintenance done to their cars.
  • To promote an event: For example, a brewery is hosting an anniversary event. DID can map out all breweries and restaurants with specialty beer on tap, to target those consumers to come to their event.

At AdCellerant, we strive to help media companies and agencies execute digital advertising campaigns. Contact us today to learn more.