Apple may have alarmed the advertising industry about the decline in its ability to target users by enabling its IDFA (Identifier for Advertisers) option and depending on the application.
But what if other clues about smartphone usage could continue to give advertisers valuable signals about who users are?
In this video interview with Beet.TV, Aziz Rahim, CEO of ad-tech software provider Sabio and App Science, said the alternatives may continue to be helpful.
Rely on facilities
It advocates, instead, monitoring what apps a user has installed, in order to elucidate which signals to use as targeting features.
âThe type of apps that a person has on their phone and is likely to have on their phoneâ¦ gives you a very in-depth understanding of not just where a person is, in terms of their condition. ‘mind, today, but also of its “direction,” says Rahim.
Suppose someone loads some honeymoon apps or apps that you know are involved in a marriage. These apps then allow us to see some kind of intention of where that person is going in their state of mind.
âThis then connects the dots with someone who is potentially looking for a new home or apartment who then connects the dots with someone who ultimately searches for honeymoon places, as well as other life changing events.
âAchieving this goal in a privacy-friendly way is essential, as we obviously don’t want to understand a person on the basis of personal data. We want to understand a person from any holistic basis of what they’re likely to do next, in order to deliver deeper, more accurate, and more relevant advertising to them, both on mobile and CTV. “
From mobile to television
Six year old child Sabio is an advertising technology platform providing a Connected Television (CTV) platform powered by mobile phone data.
It claims to leverage application-level data from over 300 million mobile devices, which can then be fed into CTV’s purchasing systems. Sabio has its own DSP, SSP and DMP.
CTV is a medium traditionally hampered by traditional digital methods of identifying viewers.
And mobile, like all digital, is also now a channel that suffers from an identity crisis, as identifiers like Apple’s IDFA run out of usefulness.
Learn to target
But Rahim is adamant that latent opportunities remain – and that mobile is also a transformational metric with which to buy CTV ads.
He says location data from mobile phones can also tell advertisers a lot about who a consumer really is.
Sabio uses automated segmentation and predictive learning to identify and reach customers.
The capacity is accessed through a âprogrammatic portalâ platform.
You are watching âData: Powering CTV for Marketersâ, a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.