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What’s a device ID and why’s it important?

A device ID is a unique identifier which can be attributed to an individual mobile device, whether a smartphone or tablet, which is typically accessed through opt-in apps.

This distinctive number is unique to each device, which is why mobile ad networks are actively seeking IDFAs (Apple’s Advertising IDs) or Android IDs (aka Google Advertising ID) to help amplify their marketing efforts.

By tracking mobile device IDs, app developers gain insights into who their users are and how they’re engaging on their mobile devices. Powerful audience insights have impactful benefits for your marketing efforts.

Here are 3 reasons why device IDs are essential to your marketing:


1. You’ll understand your users on a personal level.

In today’s on-the-go era, people spend more than the majority of their Internet time on mobile than they do on desktops or laptops. 90% of that time is spent in mobile apps.

The mobile device ID is a powerful piece of information because it’s a window into the most used device by consumers. Gaining insight into how they are spending their time on mobile (app downloads, app usage, etc.) is extremely valuable to understanding their interests, media preferences, and consumer behaviors.

A better understanding of your users will empower your marketing to be personalized to the unique mobile behaviors and app activity of your users. In turn, your users will have a more tailored and improved app user experience, thus building a lasting relationship with your brand.

2. With a mobile device ID, you can be sure that each user is a verified, real individual.

Many times, marketers who lack the technology or insights into their consumers will settle for a lucky guess.

For example, traditional marketing relied heavily on cookie data to understand people’s online browsing behavior to target them accordingly. With cookie data, however, there usually isn’t a one to one deterministic link. Multiple people in one household can be using the same desktop and/or be connected to the same IP address so there’s no sure way of knowing if your ad is reaching the right person or even a real person at all.

In addition, countless of ads are also wasted on fake impressions stirred by Internet bots on a daily basis, causing a $7.2 billion global loss to ad fraud each year.

Device IDs identify real, verified users on their personal mobile devices so every marketing dollar is invested in a valuable way.

3. You can improve the user experience and better serve advertisers.

With a richer understanding of who your users are, you can segment your audiences based on their unique interests, mobile behaviors, app categories and more. This way, you can tailor your app to your best consumers and improve the user experience.

Developers who track their users’ mobile device IDs will also better serve their advertising networks with the sought-after mobile audiences they need.

Advertisers will not only be provided with verified, real individuals that are always targetable, but they will also have a personal connection with each of the users to deliver the most relevant ads.

The Power of Personalization

The most important aspect of device IDs is that it’s personal.

When app developers have this personal connection with all of their users, they can better understand how to build their app user experience and improve app retention.

When advertisers gain insights into powerful mobile audiences, they can deliver personalized ad experiences to drive consumer engagement and lower acquisition costs.

As for all of us daily mobile users, ads will inevitably always be a part of our digital experience. However, we’ll be able to differentiate the brands who take the time to know who we are as individuals and reach out to us accordingly so that our app experiences will not feel interruptive due to irrelevant ads, but rather interesting because of the personalized content tailored to our ever-changing interests.