{"id":9461,"date":"2023-12-13T15:12:01","date_gmt":"2023-12-13T15:12:01","guid":{"rendered":"https:\/\/hawk-tech.io\/how-the-mobile-advertising-id-reconnects-your-audiences-across-all-screens\/"},"modified":"2023-12-15T15:49:57","modified_gmt":"2023-12-15T15:49:57","slug":"how-the-mobile-advertising-id-reconnects-your-audiences-across-all-screens","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/de\/how-the-mobile-advertising-id-reconnects-your-audiences-across-all-screens\/","title":{"rendered":"How the mobile advertising ID reconnects your audiences across all screens"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">This unique identifier, particularly interesting at the dawn of a Cookieless era, has become <strong>the basis for reconciling audiences across the new media.<\/strong><\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">The mobile advertising ID: origin and functioning<\/span><\/h5>\n<p><span style=\"font-weight: 400;\"><strong>The mobile ad ID, also known as Device ID, IDFA or IFA<\/strong>, is a unique identifier assigned to each smartphone, enabling each device to be identified.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Initially intended for developers to help them test and provide updates, the Device ID was not intended for use by communications specialists.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But its different characteristics have made it <strong>a tracking element of choice for advertisers<\/strong> to target their audiences: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The mobile ad ID makes it possible to track and recognise a specific mobile device across various online environments<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It preserves users&#8216; anonymity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It has the advantage of being a permanent identifier (unless the user chooses to reset it, its lifetime is unlimited)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It involves no cookies<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The mobile ad ID differs from the tracking method using cookies, and this is a real strength in the current context.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">An attractive alternative to cookies<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">While Google announced in 2020 its intention to do away with third-party cookies &#8222;in order to make the web more private and secure for users&#8220;, this initiative should officially see the light of day from 2024.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Increasingly contested on the grounds of confidentiality and personal data protection, <strong>cookies also have other weaknesses: as they are centred on Internet users&#8216; browsers, they cannot be used to track them across different browsers, nor can they be used to track their behaviour within in-app environments, and even less to target them cross-device.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are real limitations at a time when consumers are adopting omnichannel consumption and browsing behaviour, requiring advertisers to adapt their communication and targeting strategies to deliver coherent, relevant campaigns across different media and devices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The mobile advertising ID therefore represents a particularly interesting alternative to cookies.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">Reconnecting audiences across all screens: the mobile advertising ID as the cornerstone of omnichannel marketing<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">The mobile ad ID is a key element for advertisers in targeting their audiences and controlling the frequency of exposure of their advertising message, particularly within the application ecosystem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But its main strength to date is that it can be the foundation for reconciling audiences on new media.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_9484\" style=\"width: 5496px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9484\" class=\"wp-image-9484 size-full\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre.png\" alt=\"\" width=\"5486\" height=\"2369\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre.png 5486w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre-1280x553.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre-980x423.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre-480x207.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 5486px, 100vw\" \/><p id=\"caption-attachment-9484\" class=\"wp-caption-text\">Generic example of an omnichannel campaign including, from left to right: Digital Audio, Mobile Display, Mobile Video, Mobile In-Gaming and DOOH.<\/p><\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The mobile ad ID can be used for your <strong>mobile and DOOH campaigns, activating a multitude of formats: Display, Video, Digital Audio and In-Gaming, and setting up cross-device targeting and retargeting.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">A real asset when you consider that an omnichannel campaign can generate up to <\/span><a href=\"https:\/\/hawk-tech.io\/de\/omnichannel-screen-activation-outside-the-walled-garden-the-key-to-advertising-success\/\"><span style=\"font-weight: 400;\">six times more ROI<\/span><\/a><span style=\"font-weight: 400;\"> than a single-screen campaign!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In practical terms, in DOOH, it is possible <strong>to use geolocation data from smartphones to determine whether the Device ID has been exposed to DOOH panels.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>As for digital audio, most listening is now done within applications<\/strong>, making it easy to target audiences and control the frequency of exposure of the advertising message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, the mobile advertising ID is an invaluable asset for measuring the effectiveness of campaigns: Hawk&#8217;s Brand Lift studies are based on the Device ID, which makes it possible to <strong>measure the contribution\/attribution of each screen to advertising impact.<\/strong><\/span><\/p>\n<p><strong><em>Would you like to find out more about using Device ID for your digital advertising campaigns? Receive examples of concrete customer cases? <a href=\"https:\/\/hawk-tech.io\/de\/hawk-kontakt\/\">Contact us!<\/a><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This unique identifier, particularly interesting at the dawn of a Cookieless era, has become the basis for reconciling audiences across the new media. &nbsp; The mobile advertising ID: origin and functioning The mobile ad ID, also known as Device ID, IDFA or IFA, is a unique identifier assigned to each smartphone, enabling each device to [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[87],"tags":[],"class_list":["post-9461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hawk-insights-de"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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