Add Sizmek to that list. The ad tech company plans to release during the second week of May Device Intelligence, an analytics feature designed to enable targeting and measurement of mobile ads.
The analytics component is made possible through a new partnership with Experian Marketing Services division AdTruth.
“Unique identification targeting and tracking on mobile has always been a struggle,” said Sizmek’s associate VP of product management, Mark Kalus. Aside from the occasional mobile device that accepts third-party cookies, Sizmek (prior to the introduction of Device Intelligence) primarily performed contextual targeting, looking at information on the mobile webpage to pinpoint ads.
Device Intelligence allows Sizmek to connect users with devices probabilistically. This means Sizmek will use AdTruth’s technology to gather non-PII information from a mobile device – like the type of operating system that’s running, the language configuration, time zone, whether or not the mobile device runs Flash, among others – to link a user anonymously with a device. (more…)