Advertising TechnologyEcommerce and RetailMobile and Tablet Marketing

Extending Digital Reach in a Mobile-first, Post-Cookie World

As consumer behavior continues to move dramatically toward mobile devices, brand marketers have correspondingly shifted their focus toward mobile marketing strategies. And, since consumers largely use apps on their smart phones, it’s not surprising that in-app advertising commands the lion’s share of mobile advertising spend. Pre pandemic, mobile ad spend was on track to see a 20 percent increase in 2020, according to eMarketer.

But with so many people using multiple devices and consuming media in so many different ways, it’s proven problematic for marketers to understand the identity of a consumer across their entire digital landscape. Third-party cookies used to be the primary method to engage with consumers through social and digital channels; however, cookies have come under increasing restrictions from the major browser providers like Google, Apple and Mozilla. And Google has announced that it will phase out third-party cookies in Chrome by 2022.

Mobile Advertising IDs

As brand marketers seek alternative methods to identify consumers in a post-cookie environment, marketers are now shifting their digital strategies to mobile advertising IDs (MAIDs) to link consumer behaviors across devices. MAIDs are unique identifiers assigned to every mobile device and associating MAIDs with key attributes such as age, gender, income segment, etc. is how advertisers can effectively serve relevant content across multiple devices – the very definition of digital omnichannel marketing. 

Traditional offline consumer data that marketers rely on such as phone numbers, addresses, etc. can’t be matched for profile building through digital data alone. Identity resolution helps fill this gap and employs complex algorithms to determine whether key identity markers all belong to the same individual. Companies like consumer identity management expert Infutor build these types of online and offline identities. Infutor aggregates privacy-compliant consumer data, along with data from other disparate sources such as third-party life stage attribute data and a brand’s first-party CRM data, and compiles it into a dynamic profile of a consumer. 

Introducing Total Mobile Ad IDs from Infutor

Infutor’s Total Mobile Ad IDs solution is an essential way to help marketers fill the post-cookie identity gap by matching anonymous, non-PII mobile advertising IDs with hashed email addresses. This enables marketers to build privacy-compliant identity profiles and ensures they are reaching the device owners they want to reach. 

Powered by its TrueSourceTM Digital Device Graph, Infutor’s Total Mobile Ad IDs include access to 350 million digital devices and 2 billion MAID/hashed email pairs. This Mobile Ad ID and hashed email (MD5, SHA1, and SHA256) database is privacy-compliant, permissibly obtained. These anonymous identifiers protect personally identifiable information (PII) while helping marketers to resolve and connect digital consumer identities across platforms and within their first-party identity graph. 

Infutor’s Total Mobile Ad IDs

Infutor’s Total Mobile Ad IDs solution gives marketers an added layer of security and immediate access to rapid identity resolution. The solution provides another dimension of data that extends marketers’ reach through digital identity and cross-device resolution while maintaining control over first-party PII. This enables consistent omnichannel messaging by improving audience segmentation and personalization for a meaningful consumer experience.

Total Mobile Ad IDs data is rigorously cleansed and obtained from permission-based applications through multiple trusted sources, ensuring the highest quality of digital data. A Confidence Score (1-5) leverages a proprietary algorithm using factors such as frequency and recency of the MAID/hash pairs being observed together, in addition to syntax and other validations so marketers will know the probability of a pair being active.

Putting MAIDs Data to Work

Data exchange platform BDEX aggregates data from multiple sources and rigorously cleans it to ensure the accuracy and currency of its identity graph. The BDEX Identity Graph features more than a trillion data signals and empowers marketers to identify the consumer behind each data signal.

In partnership with Infutor, BDEX incorporated the Total MAIDs solution data into the data exchange. This increased the volume of BDEX’s digital identity data to provide brands and marketers with access to a comprehensive collection of MAID/hashed email pairs. As a result, BDEX has bolstered the digital dataset it can offer clients by significantly increasing the number of mobile ad IDs and hashed email addresses in its universe.

In a data world that’s looking for alternatives to cookie-based digital targeting, the BDEX-Infutor partnership is incredibly timely. Our data exchange was built to empower human connectivity and Infutor’s Total Mobile Ad ID Solution is a strong addition to help us serve this fast-growing market need.

David Finkelstein, CEO of BDEX

Access to Infutor’s Total Mobile Ad IDs solution, hosted onsite and available in multiple delivery frequencies, is a win for marketers seeking the most complete and current identity resolution data. Marketers use this rich mobile data to expand their reach by using digital identities to target consumers across mobile devices, create consistent omnichannel messaging, improve onboarding rates for digital and programmatic targeting and empower device linking and identity resolution.

In a mobile-first, post-cookie world, the most successful digital marketers are using identity graph data and identity resolution to provide continuity across devices and the personalized experience that consumers want. Robust MAIDs data is critical to improving identity resolution and offline-to-online profile building in a post-cookie environment and provides the necessary consistency that improves conversion rates and increases the ROI of digital marketing spend. 

Read More About Infutor’s Total Mobile Ad ID Solution

Douglas Karr

Douglas Karr is the founder of the Martech Zone and CEO of DK New Media. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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