Ad TechGoogle Tests Way to Track Consumers From Mobile Browsers to the Apps They Use

Tim Peterson over at Ad Age has clearly been keeping his ear close to the ground – he’s heard whispers from those in the know that Google is testing a way to track consumers from mobile browsers through to the apps they use. If Google can make this work it’ll help to solve one of the big challenges facing web advertisers today – how to take a multitude of first and third party data that’s available for web users and effectively use that data to target users on mobile applications. Previously, advertisers haven’t really been able to use the extensive data – especially demographic data – that Google has from web traffic in the application environment. The ability to do so will improve accuracy, results and transparency – all good news for the ad we’ll keep our fingers crossed for a successful test.

See the Ad Age article here:

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