Mobile advertising's post-cookie battle: Logged-in users

09/29/2013 | TechCrunch

Ad retargeting tech is locked in a high-stakes contest for the logged in-user, the linchpin "from which mobile advertising will blossom," writes Jack Krawczyk, Pandora director of product management. Using the e-mail address as the unique identifier, logged-in user schemes such as Google's exploit data "to close the circle on understanding how ad exposure leads to purchase behavior and evolution. The new wave of ad tech companies poised to win are those who are set up to be privacy-friendly brokers of matching the data of publishers' logged-in ad impressions against shifts in behavior in sales," Krawczyk writes.

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