Retargeting, Algorithmic Optimization, and 3rd party data in mobile? Yes, it’s possible and even better than desktop.
I work with some of the brightest minds at the largest advertisers in the world and I’m always shocked at how mobile display is often an afterthought to campaign strategies. It’s always something like, “Oh, you’ve got mobile? Good to know.” Then crickets. How can this be when we all know mobile is our future?
Perhaps the disregard is because the digital community has just begun to wrap it’s head around strategies for retargeting, behavioral data, frequency caps, and user activity – all of which rely on 3rd party cookies, which don’t work in mobile. There’s been some work around solutions (fingerprinting, piggybacking, unique identifiers, dynamic device IDs…) to translate cookie data, but none of them have proven the same accuracy as desktop and are “predictive”, at best.
To play ball in the mobile game, it’s time that advertisers embrace the uniqueness of mobile and build strategies around the unique data that mobile allows. LiveIntent is proud to use one such piece of data: the email hash.
What is a hash? A hash is a universal, privacy compliant, one-way encryption of an email address. Much like Greek Yogurt, it’s been with us all along and but is only now starting to explode in popularity.
Hashes are commonly used for suppression in email marketing campaigns, but since our real-time technology targets when a newsletter is opened we figured why not target to the hash as well? The cool thing is that a hash turned out to actually be BETTER than a cookie because it targets the person, not the device. Cookies only exist on one device, only work 2/3 of the time, and only last for 30 days. But you can’t disable your email address and you access it across all devices.
Want to retarget into mobile or after 30 days? No prob, just send us the hashes of your customer email list. We’ll find your customers even if they haven’t been to your site recently or on their mobile device.
Want to use 3rd party data in mobile? Done. All of our data providers are integrated on a hash level, not a cookie.
Want real-time algorithmic optimization of a mobile display network? We gotcha covered. All our optimization is done to the hash, even monitoring frequency of the person across all devices.
An email address is your online signature. Every site and application is asking you to “sign in” and the data attached to that the email is enormous. You can even trace offline data and instore purchases back to an email address through loyal card registration or credit card purchases. And lets not forget that email is still the #1 app for mobile.
Want more info? Hit me up for a Bloody Mary & Learn and I’ll show you how easy it is.