"This unified approach benefits Google because it allows the company to take credit for leading users from ad clicks to website visits. However, advertisers have their own reasons for wanting to unite mobile app and mobile web activity. The ability to identify a single user’s interactions with any number of apps and web pages allows marketers to fine-tune the display of related ads in separate apps, avoid unintentionally showing a given user the same ads over and over, and identify whether a person who saw a product advertised in an app ultimately made a purchase on the mobile web (and vice versa)."Google’s New User Tracking Bridges Mobile Apps and Mobile Web - Digits - WSJ
Friday, August 08, 2014
Google’s New User Tracking Bridges Mobile Apps and Mobile Web - Digits - WSJ
Cookies are less tasty in a mobile-first, programmatic advertising-centric world; see this AdvertisingAge article for more details
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