Google moves to behavioral targeting in mobile apps

Recently, Google begins running behavioral targeting ads across its network of iOS and Android applications by using device unique identification numbers to track and target users more accurately. Due to the privacy concerns, Google has refrained from making use of device IDs to collect in-app behavioral data for the benefit of advertisers.

As said by a Google spokesperson, “Over time, we’ll be able to enable things like frequency capping, spam filtration, improved conversion measurement and serving ads based on topics of interest, all of which will help us display the most useful in-app ads; minimize the number of irrelevant in-app ads shown; and improve in-app advertising for users, advertisers and developers.”

According to Google, this move will not collect any personal identifiable information via the process because the device IDs will be given anonymous code. “We protect your privacy by associating your device identifier with an anonymous ID,” states Google within its ads preferences section. Moreover, users can opt out of having their data tracked whenever they want in the Google search app for iOS devices, or in “Android Market” settings for Android devices.

Using mobile device IDs or other fingerprinting technology for behavioral targeting is becoming increasingly common. As marketers, it offers an opportunity for us to optimize the mobile ad advertising to show relevant ads based on interests on mobile applications, including functions such as frequency capping and broad demographic targeting.

Based on Alan Moore’s “The glittering of the mobile society,” the mobile has 6 unique benefits: Personal – my media, Always carried – the city in my pocket,  Always on, Built in payment, Point of creative impulse, and Recounting the audience – the holy grail of advertising. It will be a great improvement for consumers to receive the information which they really want, then in turns benefit business such as Google and other media that depend on advertising revenue.

In the future, it is suggested to follow a new approach, the 3 P’s of mobile advertising, offered by Jonathan MacDonald of Ogilvy. “Permission, Privacy, and Preference” need to be developed and adopted so mobile users have complete control over their cell phones. No matter what kind of information (discount, free trial, product information etc), the relevancy is where the value is and the only way to move consumers from purchase intent to an actual purchase.