Mobile Identity Guide for Marketers – IAB

Mobile Identity Guide for Marketers – IAB

The IAB has released the Mobile Identity Guide for Marketers.  Skydeo specializes in anonymous mobile device data which when used in combination with People-Based Marketing and anonymized CRM marketing can create high value audiences for targeting, insights, and measurement.  Identity is a major concern for marketers trying to leverage offline or desktop data mapped to a mobile device.   Skydeo believes the solution is mobile first data.  To learn more, contact us.


“A day in the life of the typical US consumer is increasingly complicated in terms of how media and advertising are consumed. Indeed, according to Forrester, the average US adult juggles more than four connected devices. Three-quarters use a smartphone and more than half use a tablet. As the connected devices we use proliferate, we’re also consuming more digital media, with a growing expectation for seamless
ad and content experiences between our smartphones, tablets, laptop and desktop computers, connected TVs and the various web and app experiences we traverse. At the same time, given the limited effectiveness of cookies on mobile–the challenge for marketers and publishers to effectively reach consumers with the right message at the right time–regardless of their device
they’re using–is growing as well.

In addition to the use of first party data, advertisers are increasingly relying on user-level device identity as a foundation of their marketing activities to effectively connect with and manage relationships with multi-screen consumers. Having a consistent consumer identity for marketing activities across a consumer’s multiple mobile devices is intrinsically more difficult than having one on desktop devices. Indeed, as a “fairly mature” 23 year old, desktop advertising has benefitted from having the cookie as its primary identifier to
support measurement and interest-based ad delivery. By contrast, mobile brings with it two distinct environments (app and mobile web), a completely different set of consumer behaviors and hundreds of  thousands of different device / OS / screen size combinations. In addition, desktop measurement and tracking solutions (like cookies) don’t work across the board in mobile. Perhaps for all these reasons,
cross-channel audience identification and cross-channel measurement were cited as two of the three most important focus areas by digital marketers and media practitioners in a recent IAB / Winterberry study.”


• Frequency capping – limiting impressions delivered to users across their mobile and other devices

• Targeted advertising – serving ads specifically to people based on their behavior

• Re-targeting – serving ads specifically to people who have already visited a website or app, or are a contact within a database

• Audience extension – leveraging technology that allows publishers (and their marketing clients) to identify and reach audiences beyond the publisher’s owned and operated properties

• Dynamic content personalization – dynamically changing content and messaging based on criteria such as user behavior, demographic information and interests to create a more personalized, relevant experience

Dentsu Aegis deploys Merkle M1 Platform

Dentsu Aegis deploys Merkle M1 Platform

Today, Dentsu Aegis Network announces the full US deployment of M1™, the 100 percent people-based insights, planning, activation and measurement platform created by Merkle.  Following Dentsu Aegis Network’s acquisition of Merkle in 2016, M1™ will now sit as a central global resource that will serve all of the network’s agency brands.

The deployment of the M1™ platform in the US is the first phase of realizing the group’s vision that all planning and activation will ultimately be people-based and underpinned by anonymized real people data. It will capitalize on the increasing scale of global addressable media opportunities and the industry-wide desire for better accountability of media reach and impact.

Merkle’s John Lee at LUMA Partners DMS discussing People-Based Marketing. Skydeo CEO Mike Ford

In development for over two years, M1™ is the industry’s only media platform that leverages a persistent anonymized ID on every adult in the US population, combined with over 1000 data attributes, integrated directly with the premium publisher and media ecosystem. M1™ leverages DataSource™, a compiled database of 242 million anonymized individuals based on actual name, address and/or e-mail address. For each unique ID, M1™ provides proprietary insights on more than 1,000 demographic, behavioral and motivational attributes from over 30 sources including the Dentsu Aegis Network’s industry leading Consumer Connection Survey. The M1™ ID can be matched with clients’ first-party CRM data through its accredited PII on-boarding safe haven, enabling Dentsu Aegis agencies to enhance clients understanding of their existing customers and prospects.

Another key element of M1™’s unique value proposition is the Publisher Addressable Marketplace (“PAM”) which enables a two-way, cookie-less ID sync between M1™ and media owners. This  enables the industry’s highest standard of targeting and measurement based on known people. This standard of matching on authenticated users directly with publishers via guaranteed and programmatic channels gives clients lift in performance, virtually eliminates ad fraud, and addresses brand safety concerns with access to premium inventory. With reach of over 225 million known, authenticated individuals, PAM has the largest truly people-based reach of any platform in the US. As a result, the PAM marketplace continues to attract top media partners including Pandora, AOL, and CBS.

To ensure M1™ is a platform fully accessible across the network, Dentsu Aegis Network has appointed Merkle Chief Product and Data Officer John Lee, as President of M1™, globally. He will oversee the development and rollout of M1™, dual reporting to David Williams, CEO Merkle, and John Murray, President, Amplifi Global. Lee oversaw the development of M1™ at Merkle and will continue to steward its growth while overseeing its US and global rollout. He will lead the M1™ global team accessible to all Dentsu Aegis Network agencies and clients. Following the US, an M1™ global rollout plan is underway, with the UK to launch in 2017 and the continued global rollout to kick off in 2018.

To date, more than 20 Dentsu Aegis clients are already piloting M1™ campaigns, and the group anticipates all media planning and activation in the US will become addressable via M1™ by 2018. In previous campaigns, typical results from marketers using M1™ have seen 20% improvement in performance, 25% improvement in unique audience reach, with the added benefit that 100% of the spend is reaching the intended audience (e.g. real people vs. proxies) helping to address industry issues with ad fraud.

“We’re undertaking a transformation as a global enterprise,” said Dentsu Aegis Network Americas CEO Nigel Morris. “We believe the future of our industry is a personalized and addressable one, requiring a holistic understanding of people’s behaviors and motivations. With the deployment of M1™ across our US business and a planned global rollout, we are now at the forefront of this evolution.”

“Marketing through proxies is no longer enough,” said David Williams, CEO, Merkle. “This is an exciting rollout for the group because as marketers and media platforms are increasingly looking for effectiveness, efficiency, and brand safety, the M1™ platform seamlessly addresses all three.”