Technology that allows you to forward the user to a section inside the application.
In the event that the user does not have a mobile application installed, he will be asked to install the application, after which he will be able to get to the designated section.
A type of targeting that allows to show advertising materials to those users who are similar (by behavior / social characteristics) to the specified target mobile audience (those who committed the targeted action on the site / installed the application / existing customer base).
At the moment, the possibility of this targeting is implemented in almost all major advertising platforms. If set properly, it may become an effective tool that increases the profitability of an advertising campaign.
Targeting a hashed user base
If the advertiser has a certain database of contacts (e-mails / phone numbers / mobile device identificators), he can target it on the main advertising platforms and run customized remarketing campaigns with in-depth audience segmentation.
According to the law, the advertiser does not have the right to transfer personal data of his clients to third parties; therefore, hashing technology is used. The data array is processed into a bit string, encrypted by a certain algorithm (MD5 in most cases). Thus, user data does not become available to the public.
Targeting based on the exact geographical location of the user. The radius is from 100 meters to 10 kilometers. For example, hypergeos can be configured by public transport stops, streets, by the area where specific objects are: shopping and business centers, railway stations and airports, educational institutions, concert sites, parks, conference halls, etc.
The format of advertising materials that automatically generates ads for each product on the website. Dynamic ads on Google, Bing and Yandex websites use search queries and track which websites the user then navigates to. The content of the advertisement is then generated automatically based on this data. Thus, the user is shown the most relevant information that corresponds to his current interests.
This technology is relevant, first and foremost, for online stores, which often change their range of goods and services. Dynamic ads allow you to optimize on your advertising campaigns that use a large number of similar ads.
Digital Account Director, OMD Media Direction