People are using their smartphones and tablets more than ever, and 90% of that time is spent on mobile apps. Device ID targeting allows brands to build lasting relationships with their customers by allowing them to create personalized and unique ads to their users. Data collected can be put into audiences that can be segmented based on what users like, where they go, their behavior online, app categories, and much more. To deliver customized ads, marketers will use what is called an Identifier for Advertisers (IDFA), assigned by Apple or the Google Play Services ID for Android (GPS ADID). Device ID targeting will allow you to target the right people, at the right time, with the right offer.
How Does Device ID Targeting Work?
Before mobile marketers had to rely on cookies to understand people’s behavior online, cookies were designed for desktop use, limited in their tracking abilities. Cookies could not collect data from apps; they were intended to track from website to website, and multiple people were likely to be using one computer. To add an extra layer of complication, Apple began blocking all 3rd party ad tracking to protect their users. The outcome of this was that advertisers lost the ability to serve relevant ads.
Now, with Device ID targeting, mobile ad networks can help businesses track how people are interacting and engaging on their mobile devices. Marketers can use these powerful insights in their paid search marketing campaigns to improve user experience, understand users on a personal level, and increase app retention.
To combat limitations in the past, every smartphone and tablet out there now has a group of numbers and letters that identifies that device. This unique identifier is called the Device ID. When people download and install apps, that number can be retrieved and is used as an identifier when talking to servers.
Why Choose KOB?
Located near the heart of Albuquerque, KOB Advertising is an innovative, ever-evolving search engine marketing agency. We have extensive experience in a wide range of industries and marketing services, including device ID targeting. Contact KOB Advertising today so we can show you why we are the leading digital marketing agency in New Mexico. We are eager to learn more about your business and goals to help you design the best strategy to propel your paid advertising efforts.