Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

____________________________________________________________Jumptap weeds out fantasy shopping with new approach tomobile ad targetingTo help advertisers figure out when consumers actually intend to purchase a product andwhen they‘re just making a wish list of fantasy items, mobile ad network Jumptap‘s newad targeting approach links mobile behavior, web behavior and offline data.The last time you pulled out your smartphone to look up Rolex watches or Rolls-Roycecars (or any other ultra high-end product), was it because you really planned to buy oneor because you were just indulging another Mega Millions fantasy?In the past, it hasn‘t made much of a difference in how advertisers interested in yourmobile behavior used that information to target ads at you. But George Bell, CEO ofmobile ad network Jumptap believes advertisers need to be smarter about separating socalled―impulse‖ behavior from ―intent‖ behavior, and said his company has a new wayto help them do it.By partnering with thousands of publishers, third-party data providers like Datalogix andAcxiom, as well as data companies that focus on vertical-specific offline data (such asPolk for automotive data), Bell said the company is linking consumer behavior on mobileand the web with offline data to give advertisers a more global picture of their activity.Distinguishing impulse from intent behavior―Because of the nature of the device –- it‘s always on and always on your person –-people use [mobile devices] to express impulse… people tend to fantasy shop,‖ he said,adding that other impulse actions include clicking on ads or content by mistake or out ofcuriosity. ―If you don‘t have a way to see consumer behavior across screens you‘re notgoing to get a full enough picture of the consumer‘s intent.‖From its publisher partners, he said, Jumptap is given hashed (or anonymized) profileinformation about mobile users–including email addresses–which is then forwarded tothe third-party data providers. Those companies query their databases to match mobileinformation about users to information they might have about their online or offlinebehavior. The vertically-focused data companies supply additional information to furtherflesh out consumer profiles.183