Mobile

Cross-Device Measurement: Believe the Hype

With the rise of multi-device usage, it is not always the case that the device a consumer started their conversion path on (for example, searched for a product on their desktop computer) is the same device the final conversion occurred on (for example, purchased the product on their smartphone). Facebook recently commissioned a study that showed multiple(…)

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How Hyperlocal Advertising Changes Everything

The combination of hyperlocal targeting and programmatic exchanges has opened up a whole new world for advertisers. One of 2014’s biggest trends is the rise of hyperlocal advertising. Hyperlocal, as it’s called in ad tech circles, allows marketers to use a smartphone’s GPS data to geographically target audiences for the purpose of delivering relevant ads.(…)

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Smart Ads For Smartphones: What Really Works?

Consumer brands spent $8.4 billion on mobile advertising in 2013, and that number is expected to quadruple to $36 billion by 2017, according to eMarketer. But do mobile display ads — those tiny banner ads that pop up in your smartphone’s web browser — actually drive results? Recent research conducted at Columbia Business School has found(…)

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5 Tools for Cross-Device Ad Targeting

Ad targeting was relatively straightforward back when consumers relied exclusively on their desktops to consume online content. But as the number of gadgets owned by consumers has increased over time — the average U.S. household now has 5.7 connected devices, including desktops, laptops, tablets, and smartphones — ad targeting has become considerably more complicated. Advertisers are racing to track(…)

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