Mobile retargeting ads work much like their online counterparts and Real Time Bidding (RTB) is increasingly being used with this. For instance, a user that once browsed within an app would be served an ad urging them to continue his/her search while they engage with another app. When the user clicks on the banner ad, he/she would be redirected straight to an app in order to continue shopping, thus boosting engagement.
Where mobile retargeting greatly differs from online retargeting is with regards to how users are tracked. Cookies are nonexistent on mobile platforms, so Device IDs (the Android ID and Apple IDFA) are instead used as unique user identifiers.Every iOS device comes with a Unique Device Identifier (UDID). Until recently, the UDID allowed developers and marketers to track activity on the device, such as app purchases. With the release of iOS6, the UDID has been replaced with the Identifier for Advertising (IDFA). The IDFA may be used by advertisers to run remarketing campaigns and record “conversions” (purchasing or downloading). The IDFA has two key features: (a)IDFA can be reset by the user at any time. (b)Users can opt out of all remarketing. This is done by enabling a device setting called “Limit Ad Tracking” (LAT), which restricts advertisers from using the IDFA for behavioral advertising..
All mobile devices have unique identifiers (IMEI/Android device ID for Android OS, etc.) and because online merchants can’t drop a cookie in a phone app, device IDs are a popular tool to collect behavioral data and to track conversions and enable frequency targeting.Google has begun using identification numbers (device IDs) to assist in tracking and targeting customers across its network of iOS and Android applications. Device IDs can also more accurately track conversions from handsets running on those platforms.
A Google spokesperson last month said device IDs will, in the future, allow:
- frequency capping (which limits the number of times a given ad appears to the same unique user)
- spam filtration
- improved conversion measurement
- serving ads based on topics of interest
- minimize irrelevant in-app ads
The technology does not collect personally identifiable information (PII); instead, privacy is insured by associating the device ID with an anonymous ID.