The increase in mobile usage has reduced the value of legacy desktop data and increased the performance of mobile data. Behavioral, Interest, Intent based targeting based on user location, places visited, app ownership is a critical in developing People-Based Marketing campaigns. Mobile audience segments rely on mobile advertising ids also known as device IDs, mobile IDs, MAIDs, IDFA, or AAID. Custom mobile segments can be created based on a variety of interesting signals including app usage, geo-location GPS, and offline attributes such as purchase history
Most companies are using desktop data and trying to match to mobile advertising IDs. While sufficient for some use cases, many marketers want to reach mobile-first and mobile-only customers. By using mobile audiences deterministically and working backwards to match to desktop cookies for scale, advertisers can find these customers across devices.
Learn more about custom mobile audiences for your industry.