The Ultimate Guide to Mobile IDs in Digital Advertising

In an era where mobile devices dominate internet access, understanding and leveraging mobile IDs has become crucial for digital advertisers. The global mobile landscape has expanded significantly with a trend indicating that many individuals now own more than one device.

This mobile-first landscape has led to a significant shift in advertising spend, with mobile advertising expenditure climbing by 23% year-on-year in 2021 to $295 billion, and projected to reach $350 billion in 2024.

Mobile IDs: A Key to Precise Audience Targeting

Explore how Mobile IDs can help you reach your target audience effectively

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What Are Mobile IDs?

Device IDs are unique, anonymous identifiers assigned to mobile devices like smartphones and tablets. These alphanumeric codes allow advertisers to track user behavior across apps and websites, enabling targeted advertising and performance measurement.

Key Types of Device IDs:

1. IDFA (Identifier for Advertisers): Used on iOS devices.

Example of an IDFA:

AEBE52E7-03EE-455A-B3C4-E57283966239

2. GAID (Google Advertising ID): Used on Android devices.

An example of a GAID:

12345678-9abc-def0-1234-56789abcdef0

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How Does Mobile IDs Work in Digital Advertising?

When a user installs an app, it can request access to the device ID. Once granted, the app uses this ID to:

• Track user interactions within the app.
• Reach users across various platforms within an app.
• Measure ad performance.
• Enable cross-app and cross-device targeting.
• Attribute app installs and in-app events to specific ad campaigns.

Mobile Advertising IDs: Apple vs Google Privacy Approaches

Apple has taken a decisive stance on user privacy with its App Tracking Transparency (ATT) framework, mandating explicit user consent for accessing the Identifier for Advertisers (IDFA). This move has significantly reshaped the mobile advertising landscape, prioritizing user choice in data sharing.

Google, on the other hand, has adopted a more measured approach with its Google Advertising ID (GAID). While initially announcing plans to phase out the Advertising ID model by 2024, recent developments suggest a shift towards a more nuanced strategy. Google’s recent decision to delay the deprecation of third-party cookies in Chrome hints at a preference for user choice rather than outright elimination of tracking technologies.

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How Usage of Mobile IDs Can Improve Advertising Results? 

Mobile advertising has revolutionized the way businesses reach and engage with their target audiences. The advent of smartphones and tablets has created unprecedented opportunities for marketers to connect with consumers in more personal and immediate ways than ever before.

Here’s how the usage of Mobile IDs can improve advertising results:

Precise targeting: Mobile IDs enable advertisers to target specific user segments based on demographics, interests, and behaviors, resulting in more relevant ad delivery.

• Mobile IDs allow for more precise audience segmentation.
• Advertisers can deliver personalized ads based on user behavior and preferences.
• It will lead to higher relevance and potentially better engagement rates

Enhanced Attribution: Mobile IDs offer a powerful tool for tracking and measuring the effectiveness of advertising campaigns with unprecedented accuracy. This enhanced attribution capability provides advertisers with valuable insights into the customer journey, allowing for more informed decision-making and optimization of marketing strategies.

• Mobile IDs provide a more accurate way to track which ads lead to conversions.
• This allows for better measurement of campaign effectiveness.
• Advertisers can attribute app installs, purchases, and other actions to specific ads.

Frequency Capping: Advertisers can limit how often a user sees a particular ad, helping prevent ad fatigue and improving the overall user experience. This strategic approach leads to more efficient use of advertising budgets by reducing wasted impressions on users who have already been exposed to the ad multiple times.

• Advertisers can limit how often a user sees a particular ad.
• This helps prevent ad fatigue and improves user experience.
• Can lead to more efficient use of advertising budgets.

Retargeting: Leveraging mobile IDs for retargeting campaigns enables advertisers to re-engage users who have shown interest but haven’t converted, potentially leading to significantly improved conversion rates.

• Mobile IDs allow for effective retargeting campaigns.
• Advertisers can reach users who have shown interest but haven’t converted.
• This can significantly improve conversion rates.

Improved ROI: By enabling granular audience segmentation and real-time campaign adjustments, mobile ID-based advertising empowers marketers to allocate their budgets more strategically, maximizing the impact of each ad dollar spent.

• The precision offered by mobile IDs can lead to more efficient ad spend.
• Better targeting and attribution often result in higher return on investment.
• Allows for more accurate performance measurement and optimization.

Privacy Considerations and compliance: Advertisers must stay vigilant about evolving data protection regulations, such as GDPR and CCPA, ensuring their use of mobile IDs aligns with legal requirements and ethical standards for user consent and data handling.

• Mobile IDs are designed to protect user privacy more than traditional cookies. 
• Users can reset or opt-out of ad tracking via these IDs.
• They provide a way to track users without relying on personal information.

How to start using mobile IDs? 

To start using mobile IDs effectively for advertising, consider the following steps:

• Choose a reliable data provider: Choose a reliable data partner that can provide high-quality mobile ID data along with technical documentation and extensive information about datasets.

• Check the data quality: Ensure the mobile ID data you’re using is accurate, up-to-date, and compliant with privacy regulations. 

• Understand the types of mobile IDs: Familiarize yourself with the different types of mobile IDs, such as GAID (Google Advertising ID) for Android devices and IDFA (Identifier for Advertisers) for iOS devices. 

• Choose audience data segments: Select specific data segments from default segments based on demographic, interests, intents, brands, events of your target audience needs or create custom audiences. 

• Activate the Data on a specific Demand-side Platform (DSP): Launch your ads across multiple ad exchanges and networks, leveraging the imported data for precise audience targeting and optimization. 

Reach your target audience on Mobile Devices