One individual can scroll through social media on his or her smartphone on the commute to work, browse the web on a desktop at work, online shop on a tablet at home and stream shows on a laptop before bed – all in one day.
The Pew Research Center surveys that U.S. adults are increasingly engaging across multiple devices including cell phones, desktop, laptops, tablets, e-book readers, game consoles, etc., with mobile devices as the primary device owned by over 92% of American adults.
With more consumer information available than ever before, it can be difficult to keep up with today’s ever-changing users on all platforms.
People are becoming more in control of how they consume media and are engaging across multiple devices on a daily basis.
With the flooding of impressions made across numerous platforms every day, marketers often get lost in all of the data and settle for a lucky guess.
It can be easier to take an approach that assumes “This website visit is probably linked to this specific customer’s email, who is also probably linked to this specific IP address” and deliver ads accordingly, hoping for the best.
However, if you want to stay ahead of today’s consumers and leading advertisers, a probabilistic guess just isn’t going to cut it.
The Problem with “Probably”
Many companies have settled for a probabilistic cross-device match because they don’t have the data available to deterministically link individual users to their specific mobile devices.
Probabilistic matching typically collects various data points from devices and utilizes complex algorithms to identify consumers.
Relying on non-personal information such as IP addresses and cookie data, a probabilistic method infers that multiple devices are “probably” linked to a single user.
Why cookies aren’t enough: Although cookies help track user activity on browsers, they aren’t the most accurate way to identify consumers. For example, tracking an IP address could be misleading if it is used by multiple people within the same household. In addition, cookies aren’t capturing one of the major platforms in which consumers engage: their mobile devices.
Stop losing money to ad fraud: Ads are inevitably wasted on internet bots that are refreshing pages and being sent to fake websites to formulate fraudulent impressions. According to a study by the Association of National Advertisers, $7.2 billion will be lost globally in 2016 to ad fraud that is wasted on non-human traffic – a loss that is only increasing year by year.
With a probable guess, your ads are much more vulnerable to being wasted on an unengaged stranger who may or may not be your ideal consumer, or to an internet bot that isn’t even a real user at all.
In order to be sure of to who you’re targeting, there must be a specific match between each individual user and his or her primary device(s).
Deterministic Device ID Tracking
Deterministic matching is a more precise method of tracking users because a match is only made when there is a definite link between a user and a device.
A mobile device ID is an identifier that can be attributed to a specific, unique mobile device, which is usually accessed through opt-in mobile apps.
By identifying an individual’s mobile device ID, advertisers can remove uncertainty and be sure that personalized consumer profiles are linked to real mobile users.
A deterministic link allows marketers to effectively target real people who have expressed an interest and likelihood to respond, while also removing impressions lost to fraud.
In addition, a user’s mobile activity provides valuable insights into his or her demographics, interests, consumer behaviors, media preferences and purchasing habits. This way, you can present a relevant and customized message for specific mobile audiences that they actually want to see.
It’s a win-win. Your consumers receive more relevant content on the platforms that they utilize most, and your campaign maximizes its deliverability, engagement and conversions.
Real Mobile Users with Unique Audience Profiles
Most mobile impressions are served to a scattered audience of unengaged strangers.
By verifying real users and understanding their unique media preferences, you can build accurate audience segmentations.
Everyone’s mobile engagement (app downloads, app usage and purchasing habits) is unique and varies over time; therefore, mobile device ID tracking provides real-time information about our target audiences to build accurate and dynamic consumer profiles.
With over 400 million deterministic mobile device IDs, oneAudience makes sure your advertising connects with real people with accurate consumer profiles.