The 5 Best Sources of Data Currently Available for In-App Advertising

1) Device-Level Data for Opted-In Users

2) First-Party Data

3) Engagement Metrics

4) Contextual Signals

5) Universal Identifiers

How To Make Available Data More Actionable

  • Develop powerful probabilistic models using machine learning and artificial intelligence — and train those models to be effective even with limited data sets.
  • Develop cohorts of users based on shared interests or other key overlaps.
  • Embrace privacy-first measurement options like SKAdNetwork as the future by testing and iterating with partners leading the way.



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Matthew Kaplan is the Content Marketing Manager at InMobi (