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    mobile

    Why cross device targeting is the new black

    Why cross device targeting is the new black

    599 400 Apurv Lungade

    Scenario – (as if it is a magic!)

    User was searching for a t-shirt on a shopping site on his desktop but didn’t buy it. Now he searches for more t-shirts on his mobile and gets to see the same t-shirt which he had searched on the desktop previously. An instant question that comes to your mind is – how does mobile get to know that the user on desktop and mobile is the same? Is it cookie or device identifier? But the cookie is present on the desktop. Is it something different which links these two devices with a single identifier? Was he logged in chrome/shopping site on both desktop and mobile? Yes, maybe! We don’t know…let’s explore!

    What was the scenario about?

    We all can see the shift in content consumption. More and more people are consuming content on the go i.e. on their mobiles or tablets. The above scenario considers the case of a typical cross-device targeting which many brands/advertisers are adopting in order to engage with their users/consumers hopping on multiple devices. Peechha naa chhodenge! (Wherever you go, our ads will follow you). The basic understanding about cross device targeting is “Identify a user or its behavior on more than one device and show him relevant ads accordingly”. It can be any two devices (see the image % share by eMarketer)

    Why cross device targeting is the new black

    A recent TNS study in Australia showed that for those owning at least three Internet devices, share of time was split as follows: PC/laptop (52 percent), smartphone (29 percent), and tablet (19 percent) (Source: TNS Mobile Life 2013).

    There are two approaches to cross-device targeting.

    Deterministic – This approach is executed using PII (Personal Identified information) of the user. This process is more accurate since the user is either logged in or he has shared his information with the publishers. The user data/behavior is tracked (stored) against this PII (email id, mobile no., physical address) instead of storing it in a cookie. The reason being cookies and virtual IDs do differ device to device but PII remains same. Now once a new user logs in, it checks if the PII is available – if it is, then stores the behavior info as well as based on previous data it shows ad; else creates a new entry in the database and starts studying the user’s behavior (fingerprinting). The above example is based on the deterministic approach.

    Benefits: Since user’s behavioral pattern is studied across devices in this model the ads served are more accurate and precise. Digital advertisers prefer this approach as here the user is already identified and segmented for personalized targeting.

    Challenges: In the deterministic model it is difficult to scale. We can say “Scale is inversely proportional to accuracy”. Privacy of the user is the biggest concern in this model. Another challenge is browser incapability when serving ads on different devices with different default browsers.

    Probabilistic – This approach involves using data points and attributes from different devices, operating systems, location data associated with bid requests, time of day and a host of other such details to predict statistical, aka likely, matches between devices. These probabilities take time to result in accurate predictions. The accuracy level in this model is 60 to 90%. Example 1- if a phone, a tablet, and a laptop connect to the same networks or Wi-Fi hotspots in the same places every weekday, it’s safe to summarize that all three devices belong to a specific user.

    Example 2- SilverPush did it for one of their clients. When a user is watching the brand’s ad, an ultrasonic sound (Beacons) is emitted from TV which triggers the user’s mobile to show the offer on it.

    Benefits: In this model user privacy is not at risk at all. Users can be paired across devices, operating systems, browsers which increase the scalability. Advertisers get to reach to their fragmented audiences in a better way.

    Challenges: This model is based on probability, and continuously recursive algorithms. Precise predictions take time to deliver desired results.

    Conclusion: The future lies in cross-device/screen targeting. Today’s marketers and advertisers should be ready for the big change. Both the approaches require efforts to overcome huge technical feats. They require huge infra, database (Big data), strong analytics tool (multidimensional reporting through slicing and dicing) and self-learning complex algorithms. Cross-device targeting plays a vital role in campaign performance which should be kept in mind before setting up a campaign.

    Why I loved my internship at Inuxu

    Why I loved my internship at Inuxu

    599 400 Shivani N

    Internship, the first step of the career ladder

    On a blissful June morning, I walked along an alluring lane with houses on one side and fields on another and reached a beautiful yellow colored building painted with cartoon characters on its pillars. The kid within me had not stopped celebrating until I realized that this is the very place where I was supposed to start my internship. Anxious and excited, I entered the building the headquarters of Inuxu Digital Media Technologies.

    Contrary to my beliefs of the Corporate World, the atmosphere at Inuxu was warm and welcoming.  Everyone in the hierarchy, ranging from the CEO to the office boy, had a friendly and humble attitude, this made me a bit relaxed.  I was then handed over with an induction manual which I was supposed to be reading before my introduction with the Manager under whose able guidance I had to intern. I was  excited about the prospect of being assigned my project for the internship and hence awaited the meeting eagerly.

    At around, 11 AM, I met Mr. Shashikant Anpat, Director-Products & Inventory at Inuxu. He assigned me with my project that was concerned with building the end to end strategy for Mobile Advertising along with 14 pointers to research on. “At least elaborate all those pointers to me” being nervous, I said it in my mind but somehow managed to keep my calm and showed no signs of anxiousness. The meeting was then adjourned.

    The next three days, I tried working on those pointers and made a mess of a strategy. After three days of struggling with strategy building, I had a meeting with Shashikant and Apurv (Product Manager at Inuxu). After seeing whatever work I had done so far, Shashikant calmly questioned  me “Shivani, what is your background?”, to which I answered, “I am a third year Engineering student” he was surprised to know this. Then we figured out that because of some kind of miscommunication, he had mistaken me as an MBA student and gave me the project, assuming that I must be aware of the science of product strategy.

    I got nervous when I realized this, I was worried that maybe the project will be taken back from me and I’ll lose a chance to get in-depth knowledge of mobile advertising. But somehow the calm on Shashikant and Apurv’s face made me keep hopes. Both of them calmly elaborated 2 out of those 14 pointers of mobile advertising research to me and asked me to submit the presentation on those two pointers the other day.

    I spent the next day researching on the scope and challenges of Mobile Advertising in India and collected a lot of relevant information and gave the presentation to both of them.  They were now satisfied with my work and elaborated the next two pointers to me. This went on every day until I was done researching all the pointers of Mobile Advertising. I researched on a lot of points ranging from ‘Ways to do remarketing in mobile’ to ‘the ad formats we can introduce in mobile ads’.

    And today, I am sitting in the Inuxu headquarters during the third week of my internship and writing this blog.  Working at Inuxu has been an overwhelming experience for me, I realize that my knowledge level has increased many folds. People here are always ready to help and share the vast pool of knowledge and experiences they have accumulated over years.  People take a few minutes break between work and discuss on something en vogue. The evening snacks time is the best time to socialize and understand what your colleagues are up to in their professional as well as personal life.

    Apart from all the things mentioned above, the thing about Inuxu that exhilarated me the most is, every employee’s demands are paid proper attention to. I’ll quote an example of today itself, a colleague of mine named Sanket got recuperated lately but due to the ongoing medicines, he was feeling hot even during this pleasant weather in Pune. When the CEO came to have a chat with Sanket, he realized Sanket’s problem and ordered for a fan to be placed right in front of his seat.  I was a silent spectator to all this, but the CEO, Mr. Rohit Bagad’s kindness taught me how to manage a startup in a way that people love to have you as their boss.

    After two weeks, my internship at Inuxu would end, but I am confident enough that Inuxu has definitely laid the foundation stones of my career and taught me the work ethics which I’ll carry with me wherever I go.

    P.S- I look forward to work with Inuxu, in near future.

    For internship opportunities at Inuxu visit the career page.