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Vincent Tessier VP Demand EMEA adsquare

Forget About "Cookies" - Focus On Mobile

The year is 2018 and in the digital world only one device is the king - the smartphone. For marketers mobile devices are the key to reaching your audience. According to eMarketer, adults in the UK are spending almost 2 hours a day using their smartphones, surpassing desktop or laptop use for the first time. The mobile smartphone is effectively the only truly personal device, which people don’t tend to share with others. With advancements in smartphone capabilities and enhanced productivity of apps, the smartphone has become essential for handling most of our daily tasks like banking, online payments or shopping. Every second your phone generates a tremendous amount of rich data, advertisers can benefit greatly in collecting more information about users such as their socio-demographic profile, location behavior, brand preferences, interests and buying intentions. Which indicates only one thing: 

In a mobile-first world, the “cookie” is not a relevant identifier. 

And this goes without saying since our audiences are always on the go while their laptop stays at home or at their workplace. In addition, cookies are only working on browsers and are specific to each tech platform. This is known as ‘cookie sync’ing’ where one platform is trying to sync with another in order to recognize the same user, this leads to a lack of consistency and generates huge losses of volumes. To make matters worse, after the recent Safari updates, advertising that targets cookies on the browser now have a lifespan of only 24 hours. Ad tech firm Criteo says the feature could have a net negative impact of 8-10%, which makes behavioral qualification methods based on the cookie simply unreliable. The smart way to react is to do what some media buyers are already doing - following a mobile-first approach when working on their audience planning. It is about qualifying your audience by starting from the data that is directly attached to the MAIDs (Mobile Advertising IDs) instead to the cookie. What’s more, you are not going to lose your desktop audience - thanks to various cross-device matching technologies, once an audience is established, it can be activated both on mobile and desktop. 

Dive deep into mobile data for holistic audience understanding 

What’s the benefit? First and foremost, with an average lifetime of MAIDs to be 13 months your audience rating is far more enduring and persistent. What’s more, accessing real-time and mobile-specific data such as geolocation, allows for rich qualification. Compared to other traditional media, mobile audience targeting is carried out at an individual level and on the basis of reliable and verified data, making it possible to reach the right person taking the household purchasing decisions much more effectively. Furthermore, geolocation makes it possible to set up offline attribution models in order to understand how a digital campaign influences the point-of-sale traffic. Additionally, information about your audience such as what apps your customers are using are also extremely relevant to the audience building process. More and more app publishers are now monetizing their mobile 1st party data independently and they can do that either openly or anonymously within data alliances.

Mobile data enrichment is also transforming outdoor advertising too - there are already several OOH planning audience offerings available, augmented with mobile data. As apps are increasingly being present in Smart TVs, wearables and connected cars, inevitably the future is in mobile data. If you still haven’t realized it yet, now is the time to put mobile at the center of your media strategy, not only in terms of communication channel but also as a multimedia planning audience.