Google has come up with a way to overcome the ad-targeting gap between mobile web visitors and mobile app users, according to people familiar with the matter.
The online ad giant is set to begin testing a new method of targeting tablet and smartphone users that connects the separate tracking mechanisms that follow what people do on the mobile web and in mobile apps respectively, the people said. Until now, advertisers have usually been forced to treat individual mobile users as two unconnected people, depending on whether they are using a mobile browser or apps.
Google execs have claimed in private meetings that the new targeting method is more persistent and has better coverage than the company’s existing cookies, according to the people familiar with the matter. The new mobile ad-targeting method doesn’t involve individuals’ personal information, and people will still be able to opt out of tracking on either or both the mobile web or apps, they said.
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