Understanding Addressability with Mobile Advertising

What is Addressability?

  • “Addressability is what connects advertisers and publishers to consumers across digital channels and devices.” — LiveRamp
  • Addressability is “the process of customizing a brand’s message, product, placement and timing to match the personal lifecycle needs of the customer at a specific point in the purchase cycle, thus optimizing relevance.” — Karlin Linhardt, Chief Outsiders CMO

How Is Mobile Advertising Addressability Changing?

The five biggest changes and announcements impacting mobile advertising from the past five years:

  • February 2022: Google announces plans to roll out Privacy Sandbox to Android.
  • June 2021: Google announces that it is set to expire support for third-party cookies in Chrome in 2023.
  • April 2021: iOS 14.5 officially goes live, meaning that Apple’s AppTrackingTransparency is officially in effect.
  • January 2020: The State of California officially begins enforcing the California Consumer Privacy Act.
  • May 2018: The General Data Protection Regulation takes effect in the European Union.

Key Addressability Use Cases:

  • Monetization: Many advertisers prefer to only reach audiences with a propensity to buy or be interested in their products or services. By making their ad inventory as addressable as possible, publishers can increase demand for their ad slots, thus boosting overall revenue,
  • Data Management: Considering the vast amount of information now available to both advertisers and publishers, it’s important to understand what data needs to be prioritized and if any data needs to be handled in a special/specific manner. Identity is key to both pursuits, helping advertisers and publishers determine what may need to be prioritized and if any particular constraints have to be applied.
  • Media Planning: Before running a campaign, it’s critical to understand who needs to be targeted, where they can be found, when they are most receptive to marketing messaging, etc.
  • Targeting: Identity is key to both helping advertisers know who they should be targeting with their ads and in making sure those ads actually reach the right audiences.
  • Optimization: Once a campaign is in progress, it is often helpful to see which audiences are responding well to select messages and then to tweak over time. This is possible at an audience level only when specific users or cohorts are addressable and identifiable.
  • Measurement: According to the classic Peter Drucker quote, “You can’t improve what you don’t measure.” And addressability is key to measure, both to ensure that the right audiences are being looked at and that the right metrics are being taken into account.

The Targeting Framework: How to Think About Addressability and Targeting

Three core ways to think about identity:

  • User-level (using identifiers grounded in consent)
  • Interest-based (using online and offline behavior to model audiences including lookalikes)
  • Contextual targeting (using content signals to find relevant audiences)

The Way Forward: Best Practices For Today

Advice for Advertisers

  • Take a holistic approach to addressability, utilizing a variety of solutions to find and reach your best audiences.
  • Continue to invest in mobile, as mobile audiences will continue to grow.
  • Build out your first-party data stores, and work with partners who can supplement and complement your data.

Advice for Publishers

  • Implement options to make your ad inventory more addressable (UnifID, explanation of ATT prompt, sign-ins, etc.) and test multiple solutions to discover what works for you.
  • Move to in-app bidding to receive the highest eCPMs for available inventory and optimize your yield strategy based on addressable and non-addressable audiences.
  • Implement ad units that command higher eCPMs (like rewarded video).

InMobi is Here to Help

1) UnifID is InMobi’s solution that enables app publishers and developers to easily integrate with multiple identifiers/identity solutions

  • Identify the best audiences on mobile.
  • Find and target audiences on mobile utilizing a variety of high-quality data sources.

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Matthew Kaplan is the Content Marketing Manager at InMobi (www.inmobi.com)