• This article is part of our Future of Addressability series. Contributors are industry leaders invited to share their perspectives on how marketers can successfully navigate changes brought on by the deprecation of third-party cookies.

    We spoke with Prajwal Barthur, Head of Product, Marketplace and Connected TV at InMobi, for his perspective on the future of mobile marketing.

    Q: How should marketers think of mobile IDs in the context of their identity strategy and gaining a single view of the consumer?

    Americans spend more time using mobile devices than they do watching TV. With around 88% of time spent using a smart phone being in-app, mobile device IDs are central to how marketers can understand and reach today’s mobile-first consumer. Without access to mobile device IDs or an identifier tied to a mobile ID, brands don’t have the ability to target and measure on mobile apps. 

    Currently, mobile IDs are a durable identifier. In particular, they are enormously useful for efficiently managing opt-outs and consumer privacy. The 13.9% increase in daily time spent on mobile in 2020, according to eMarketer, further supports how imperative it is for mobile to remain a part of every advertiser’s omnichannel strategy.

    Additionally for some brands, because mobile may not be where the final purchasing decision happens, mobile device IDs must be linked to off-mobile actions in order to have a complete view of the customer journey and measure effectiveness. Where this is the case, it becomes critical for mobile IDs to be a part of the broader identity conversation. 

    Q: How does Apple’s latest announcement around IDFA impact the way brands and advertisers can effectively reach consumers on mobile?

    For consumers who choose to opt out, the industry will look to develop methodologies that respect user privacy while also providing an ideal advertising experience for involved parties. 

    When it comes to combating a potential increase in opt-outs, the value exchange must be made even more clear. It’s more important than ever for consumer trust to be built and maintained across the mobile app ecosystem.

    Q: How will marketers effectively track the efficiency of in-app campaigns after the IDFA changes in iOS 14?

    With iOS 14, IDFA becomes opt-in, and the opt-in rates could vary from anywhere between 1% and 50%, though it’s still too early to know for certain what the final numbers will be. Currently, there are multiple ways to track the efficacy of in-app campaigns, all of which will need to change with the new operating system:

    • Exposure-based offline attribution will have to move towards using first-party signals (LiveRamp IdentityLink/ATS-based) from publishers and advertisers
    • Multi-touch attribution will have to move towards capturing exposure data via signals and running probabilistic models

    With the exception of app-install campaigns (which are highly dependent on IDFA), most other campaign types are already halfway into implementing the different methodologies above.

    Q: How will the deprecation of cookies affect marketers’ abilities to target and measure on mobile?

    It’s worth mentioning here that mobile is not one monolith. There’s mobile web as well as mobile in-app. Mobile web functions largely in the same manner as any other browser-based environment, and thus will be heavily impacted by the final deprecation of third-party cookies in Google Chrome in 2022. Of course, it’s key to note that in Safari, third-party cookies are already disallowed.

    On the other hand, because mobile in-app is reliant on mobile device IDs/ad IDs as the core marketing technology, the impact of the removal of third-party cookies is minimal. 

    Ultimately, having a secure way to access, store, anonymize, and use first-party data from advertisers and publishers will be key in this process.

    Q: Which three trends in mobile marketing do you think brands should consider adding to their marketing plans, given the current economic climate?

    1. Clearly communicate a value exchange to the individual. By providing exclusive offers and discounts solely to app users, brands can develop a direct connection with consumers while also saving them money.
    2. Run mid-funnel prospecting campaigns on mobile; i.e. using in-app advertising to gain sign-ups/contact information as opposed to just downloads or basic awareness/reach.
    3. Measure and attribute any and all mobile ad spend to outcomes.

    To learn more about trends in mobile marketing, don’t miss What COVID-19 Teaches Us about Mobile Marketing, our panel discussion at RampUp: Worldwide Virtual Summit, happening Sept. 28-Oct. 1, 2020. Register today—it’s free!

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