The Interactive Advertising Bureau has been working with two dozen digital media players in recent weeks to put together a document called “Mobile Identity Guide for Marketers,” which the organization is releasing today while getting out in front of increasing industry chatter about ID-based advertising. The report is designed to help marketers utilize identity data management for better targeting, measurement, attribution and ad relevancy.
“They’re typically looking to leverage first-party CRM data and activate it across media—mobile web and apps—using a mix of available identifiers and ultimately drive attribution and insights to inform future campaigns,” explained Anna Bager, svp and gm, mobile and video, IAB.
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