mobile targeting

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Just because someone doesn’t have a smartphone doesn’t mean she doesn’t need shampoo. But reaching her with the right message on mobile is a knotty challenge, as P&G Indonesia learned while developing a media plan to promote the launch of a new anti-dandruff shampoo from Pantene. Indonesia is a nation comprised of thousands of islands […]

It’s illegal to display political ads or messages, solicit supporters, hand out campaign paraphernalia or try to affect voters’ preferences in almost any way once they’re within a roughly 100-foot radius of a polling location. But sophisticated location-based mobile advertising has exposed a loophole in those laws, wherein campaigns target mobile ads to people while […]

Personalization was a problem for Malltip. The app, which aggregates publicly available information on coupons, sales, maps and directories from more than 1,800 malls and national retailers across the US, quickly realized that “a lot of our users were dropping off because the content we were delivering just wasn’t particularly relevant to them,” said Wai […]

It’s a mobile world and Rocket Fuel wants a piece of it. The ad network, known historically as a desktop display player, announced Tuesday the launch of Local Lift, a tool that purports to drive in-store foot traffic and measure the results by connecting mobile clicks to store visits. Although this isn’t Rocket Fuel’s first […]

Tweak the phrase “water, water everywhere, but not a drop to drink,” and you have the situation facing advertisers considering what to do with their mobile spend. Smartphone users are highly engaged but ad spend doesn’t match. Whether or not you agree with the scope of Mary Meeker’s now infamous report on the gap between […]

Cookies are notoriously useless on mobile, but they’re the bread and butter of the Internet. If you go to diapers.com and then hit up Buy Buy Baby’s site, it’s likely you have a new baby in the house. If you use your phone in an airport in Miami and then check in to a restaurant […]

Among the questions mobile marketers are grappling with is whether the channel is an extension of the PC-web or something entirely distinct. Is it better to emphasize some form of behavioral targeting or contextual? Is focusing on location the best way to target mobile users? While the industry sorts through those issues, mobile ad startup […]