Analysis: Targeting groups instead of individuals may allay mobile privacy concerns

08/14/2013 | Advertising Age (tiered subscription model)

As consumers push for greater digital privacy protections in the wake of the National Security Agency surveillance scandal, the advertising industry needs to use mobile data to find target audiences rather than target individuals, writes Vistar Media co-founder Jeremy Ozen. "Given the intensely personal nature of the smart phone, campaigns leveraging mobile data have to target clusters instead of individuals. For example, mobile data could be used to target women with children by placing content in malls or gyms that over-index in this audience," Ozen writes.

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