Tagged 'AdTruth'

2014: The Year of Unifying & Defragmenting Mobile

Posted by Geoff Gieron on January 9th, 2014 at 1:01 pm

It seems that every year around this time, the same message is heard: “This year was the year of mobile!” We heard it in 2007, when Steve Jobs introduced the iPhone. We heard it in 2008, when Google launched the Android Market (now Google Play). We heard it in 2010, when the iPad arrived. These were all important years for mobile, and every year since we’ve seen new and impressive innovations introduced, not just in the gadgets but in the technology that supports them. All this growth and change is indicative of a healthy, evolving ecosystem, and it’s only going to get better. So, what do we have to look forward to? Looking back at 2013 and its many happenings, I have two predictions that I see surfacing in the coming year.
First, I expect to see a major transition toward the unification of mobile Web and mobile apps. Just this week, AdTruth’s parent company, 41st Parameter, issued data on the growth of mobile commerce for the Thanksgiving to Cyber Monday stretch. Between 2012 and 2013 there was a 35 percent spike in orders placed on mobile devices. This substantial growth in mobile activity and commerce transactions means more targeting obstacles... Read more

Oh, What a Day at the DAA!

Posted by Geoff Gieron on June 14th, 2013 at 11:46 am

Highlights, Takeaways and Revelations from the DAA Summit
On Wednesday, June 5th, I was fortunate to represent AdTruth at the Digital Advertising Alliance's first Summit held at the Veneble offices in Washington DC.  The event was designed to bring together privacy, legal, operations and executive representation from throughout the advertising ecosystem that comprises the DAA.  The agenda was designed to address a number of key issues facing the industry today - from 3rd Party Cookie blocking and Do Not Track (DNT) to policy developments and compliance initiatives to the expansion of consumer notice and choice into the rapidly expanding mobile landscape.
Admittedly, walking into this event, I had few expectations. This was mainly because the first event any group or association hosts is usually riddled with improper uses of "first annual" throughout the marketing materials, the fact they often feature uneven content sessions that run far too long to or far too sort and panels comprised of "experts" that contribute little more than silence for the moderator to cringe through. Rarely do I leave an event thinking anything beyond, "I'm sure it will be better next time".
I'm happy to...no, wait...I'm ecstatic to report that not only did the DAA team not use... 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.

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