Understanding and modeling users behind digital devices are the keys to 1:1 marketing. In this era of personal digital devices (PDD), such modeling enables a consumer to be reached uniquely via his or her PDD. Consumer modeling forms also the basis of computing digital audiences, widely used in brand advertising.
Mobile data represents an attractive medium for such modeling by understanding customer movements for location-based marketing. By being co-located with the consumer at home, in the workplace, while shopping & in entertainment locations, a smartphone also knows what a customer’s favorite music and video apps are, in addition to valuable audience insights into more complex concepts such as voting preferences.
As a result, signals sourced from a mobile device are widely used to make judgements about the owner of the device. The most widely used such signals are, "ad requests,” generated by app and web usage on smartphones and tablets.
