The search engine and tech giant is currently testing a way to track consumers from smartphone browsers to apps.
Google has now developed a new method of overcoming the mobile marketing struggle that has occurred in the gap between visitors to websites and app users on the same smartphone or tablet, and is now testing this method of tracking, say recent reports.
The online giant is now testing out a way to target consumers using mobile devices with all new tracking techniques.
The new mobile marketing targeting method connects the various tracking mechanisms from the same user so that it is possible to identify what a single user is doing on the mobile web and on his or her apps. This can help advertisers to be able to overcome the current data struggle that has forced them to treat one smartphone or tablet user as two unrelated individuals, depending on whether they are using their apps or their browsers.
This mobile marketing tracking effort and testing has been confirmed by a spokesperson from Google.
Within the spokesperson’s email, it said that “As an alternative to less transparent methods, we’re doing some tests to help businesses run consistent ad campaigns across a device’s mobile browser and mobile apps, using existing anonymous identifiers, while enabling people to use the established privacy controls on Android and iOS.”
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This new method of targeting is based on the network of over two million third party sites at Google, as well as on its AdMob ad network app, which is capable of tracking and delivering mobile ads to the users of several hundred thousand apps across the Android and iOS operating systems.
This technology news has been long awaited since Google made headlines in 2013 when it was leaked that the company was working on a mobile marketing replacement for the cookie that is commonplace on the standard web. Cookies are used on PCs to track users from one website to the next, so that the right advertising can be directed toward them. However, that technique doesn’t work on smartphones and tablets, so an alternative has been sought in order to be able to provide better and more relevant ad targeting.