Archive for James Lamberti

The Marketer’s Tool Guide to Knowing Their Audience [INFOGRAPHIC]

Posted by James Lamberti on May 28th, 2014 at 12:27 pm

The digital industry is losing sight of their audiences in today’s multi-device world. Having the ability to accurately recognize and reach their audiences on any device is a marketer’s recipe for success, but the landscape has become quite complicated. From tablets to desktops to iOS and Android, methods of identification across these different channels are sprouting up all over. Each of them claims to offer the “best” solutions for reaching audiences on each specific platform. And just like plants in a garden, some of these identification technologies will flourish while others will wilt away.
It’s also more than just the environments that matter in terms of where identifiers can perform; it’s the fact that the capabilities of each of these tools  are far from uniform. Some are known for their accuracy, some for their ability to scale, and others for their approach to privacy, but few embody all three. So, how can we find a balance?

In an effort to simplify this complex landscape for today’s digital marketers, we’ve put together “The Garden of Identifiers” -- an illustrated guide for navigating the evolving landscape of mobile identification to make sense of the tools available to reach, grow and connect with today’s... Read more

Why Universal Device Recognition is Critical for Marketers

Posted by James Lamberti on May 22nd, 2013 at 12:00 pm

The mobile explosion means marketers can now reach consumers online, no matter what device they’re using. This makes universal device recognition critical for marketers looking to deliver relevant messages to consumers online.
AdTruth, the global leader in securing digital relationships, is teaming up with Adform, a provider of digital media trading technology and campaign management solutions, for a live webinar on May 30th to discuss how the entire online advertising ecosystem can benefit from improving audience recognition across desktop and mobile.
The two companies will delve into how Adform is using AdTruth’s universal device recognition technology to reach both desktop and mobile audiences efficiently and at scale.
During this session, attendees will benefit from:

Discussing the principles of universality: The ability to work on all device types and in all use cases
Programmatic-level performance: The ability to support billions of impressions at millisecond speeds
Privacy-by-design: The approach that is at the core of device recognition technology empowering marketers and agencies to execute online campaigns while respecting consumer privacy and choice

Attendees will learn from Adform on how they’re utilizing AdTruth’s device recognition technology to support its platform’s desktop and mobile real-time bidding (RTB) capabilities to increase campaign reach and audience engagement.
Join the conversation May 30th, 2013 at 6... Read more

Mobile is as Mobile Does

Posted by James Lamberti on April 1st, 2013 at 11:23 am

When you think about mobile, what are some of the things that come to mind? Fast, personal, ready, fun and connected are a few terms that come up. People think about mobile much differently than they do personal computers. How many times has someone almost bumped into you on the street as a result of their eyes being fixed on the screen in their hands? This is a familiar interaction in today’s device-obsessed contemporary culture.

Reaping the Rewards of Getting Around Mobile Marketing Roadblocks

Posted by James Lamberti on January 15th, 2013 at 2:23 pm

Over the past few months I’ve shared thoughts on some of the obstacles to mobile marketing success, as well as on ways these roadblocks can be overcome. Understanding and overcoming these obstacles only matters if doing so provides a real benefit – and you’d have to be living under a rock not to recognize the tremendous potential of mobile marketing. In this chapter, I’d like to lay out the specific rewards of mobile and why everyone in the industry should be doing everything they can to make mobile work well.
OPPORTUNITY: First, there are billions of mobile devices in the world and a growing number of them are smartphones and tablets. But as explosive as the growth has been over the past year, less than half of US mobile subscribers have smartphones. In the fast-growing BRIC economies, the levels of penetration are even lower: Brazil, 20 percent; Russia, 9 percent; India, 4 percent and China, 24 percent.
REWARD: There are literally billions of smart devices out there. It’s a market opportunity that can’t be overstated. In addition, as emerging markets continue to mature, taking the global approach advocated in past articles will open the way to tremendous revenue opportunities.
OPPORTUNITY: The growth in... Read more

The Danger of Dependency

Posted by James Lamberti on December 17th, 2012 at 11:46 am

The Android Device ID has bugs. This shouldn’t come as news to anyone but the problem is widespread and causes the Device ID to be an unreliable identifier. Research conducted in August 2012 found there were 3,997 discreet Android device types and there is no reliable way to recognize audiences on any of them. This is a huge issue for app developers and publishers. All major manufacturers are impacted and Google is not offering any solutions to the problem.
Just look at what the Google Dev Team has to say about this issue:
“Device manufacturers are welcome to backport the change if they wish. However, Android 2.2 is final as far as our codebase is concerned — with the exception of critical bugs, we can’t really make changes to it. Regardless, there’s nothing that can be done to fix this on affected devices without an OTA, which is again up to device manufacturers.”
There is a better approach for the mobile advertising industry – Universal Device Recognition. This approach does not depend on a device-provided identifier like the Android Device ID, does not leave any permanent identifiers on the device and works across all devices all the time.

The advertising industry has gotten a glimpse into... Read more