Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Recent developments meant to address some of these problems include the newAdvertising Identifier introduced with iOS 6. It is supposed to replace the UDID, which,although widely used, has increasingly been a focus of privacy concerns.The new Advertising Identifier tries to addresses some of the concerns with UDIDs bybeing a non-permanent, non-personal device identifier.Another development is the introduction of a new unified view of Web, smartphone andtablet audiences from comScore. The beta release of Media Metric Multi-Platform in theUnited States hopes to provide better audience measurements for publishers that betterrepresents the shift toward mobile for digital media consumption using proprietarymethods that account for multi-platform audience overlap.In some cases, the overall audience increases for media properties with a strong mobilepresence are substantial, potentially making it easier for them to sell mobile ads.There is also a new player on the scene called Adelphic Mobile, which claims to use acombination of targeting techniques and data-collection to identify mobile users. Thecompany recently raised $10 million in a new round of funding lead by Google Ventures.A great viewAt issue for marketers, which for direct response or brand efforts in the mobile space, ishow to gain the most complete view of mobile users. In general, there is a need for crossplatformapproaches, which are starting to emerge.―Right now there is no getting away from the fact that every technology has gaps incoverage, and limitations in scope,‖ Mr. Shebbeare said. ―The solutions we‘re mostexcited by are the ones that bridge technologies to deliver the most complete view acrossthe many user journeys we need to answer for in mobile.‖Mr. Shebbeare also points to the emergence of cross-publisher platforms as a step in theright direction.However, there needs to be more unified solutions from ad-serving companies in order tomove mobile advertising ahead even further.―I‘m expecting to see the major ad serving players start to offer unified solutions,‖ Mr.Shebbeare said.―That‘s good for everyone, because they are trusted by advertisers and understood bymarketers, so they can play a really useful consolidation role,‖ he said.―When this starts to happen - hopefully through 2013 - I think we‘ll see morestandardization of measurement practices in mobile.‖148