Behavioral Targeting On Mobile Devices

Behavioral targeting IS remarketing.


Most online remarketing relies on the use of cookies to track user behavior. With cookie tracking, if you visit other websites that use the same advertising platform, then they can easily display the same or similar advertisement since a cookie on your computer stores information about you and where you have been.

Nothing like a little repetition to wear you down …

On mobile devices, targeting mobile device users typically involves specific device, carrier and geographical information (using longitude and latitude data).

To do mobile behavioral targeting involves tracking a user’s history.

How can you do this?

Cookies, of course.

Well sort of. If it was only that easy.

Turns out Apple’s iOS rejects third-party cookies by default.

I did a little sanity check on the mobile Apple devices in our household and found one device had cookies on and another device had cookies “from visited”. I don’t recall if “Never” was the default when I first purchased the Apple mobile devices.

Also, did a little research and couldn’t find any conclusive information on the Apple site that agrees with this person comments:

By default Apple’s iOS rejects third-party cookies, making it difficult to track the user on any iOS device. In contrast, Google’s Android supports cookies and the ability to interface with browsers.

I think it is only a matter of time when mobile device behavioral targeting is on par with what is currently available when browsing the web with an old fashion computer.


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