DEVICE ID / GEO-FENCING

There are three things you won’t leave your house without… Your phone, wallet, and keys. Mobile phones provide a unique view into user behaviors, frequently visited locations, home, and work habits, interests and much more.

 

What is Geo-Fencing / Device ID Targeting?

Every mobile phone has a unique device ID number that is anonymously associated with the carrier of the device. Device ID Targeting and Geo-Fencing take advantage of that by monitoring the location information associated with each device. This information is compiled by third parties, stored on the cloud, and made available for marketers to leverage by targeting consumers through their devices. Now this data is accessible through Programmatic Advertising through Optimum Digital.

 

How do Optimum Digital Partners leverage Geo-Fencing / Device ID?

Marketers are leveraging Geo-Fencing and Device ID targeting in their programmatic advertising campaigns in the form of targeting their ideal customer. For example, marketers may want to reach anyone who has gone to a baseball game or visited a yoga studio in the last 90 days. Optimum Digital identifies all of the locations and specific addresses associated with the ideal consumer behavior, draw a polygon around each location, calculate the number of devices that can be targeted, and start learning about the consumers. From there, an Audience Insight Report is created, which is a demographic report for the users identified within the polygon. These reports leverage third-party data to learn about demographics, visitor frequency, household income, age, etc. Now the marketer can determine if the target audience is desirable and use that information to run a programmatic advertising campaign. This same form of data collection is typically used to track in-store visitors and tied back to third party data on consumer addresses, specific store sales, and, in some cases, consumer email addresses.