15 Apr '16, 6am

Why mobile-originated data matters

Tom Desaulniers is cofounder and president of Go2Mobi By Tom Desaulniers According to eMarketer, within the next year, United States mobile ad spend will reach $50.84 billion – about twice as much as the total U.S. desktop ad spend. Yet there seems to be a disconnect. Many brands and marketers are still hesitant to think and be mobile-first. While the reasoning behind the hesitation varies, this choice may be a costly one. Why? Because without mobile, there is no mobile-originated data. The truth is, many of today’s marketers – an alarming 91 percent, according to eMarketer – are still dependent on cookie-based tracking that is probabilistically matched to identify mobile users. But cookie-based data and probabilistic methods are just simply not good enough to garner high-fidelity audience personas in the mobile world. So there is only one question left: What can mobile-or...

Full article: http://www.luxurydaily.com/why-mobile-originated-data-mat...

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