Editor’s Note: This is an excerpt from an eMarketer executive summary. The complete report is exclusively for eMarketer PRO customers and can be purchased using the link at the bottom of this piece.
Despite rapid growth, mobile advertising has been hampered by fragmented formats and standards, which limit what marketers can do with the newer and richer types of marketing data available in mobile. Full consolidation of standards is still years away, but improved measurement and transparency will help marketers make some progress in 2018.
- On mobile, apps and websites track identity and measure performance in their own way, making identity resolution and attribution more difficult than in a desktop environment. Consolidation with common standards has begun, but much more needs to occur.
- Lack of transparency of publisher data is a huge issue for mobile marketers, and it contributes to ad fraud and poor targeting. Media Rating Council (MRC) guidelines and auditing tools have made a difference, but acceptance is still early, with viewability a notable exception.
- Most of the impact of mobile advertising occurs away from smartphone screens, in the physical world or on other devices. As marketers demand proof of performance, mobile platforms are offering cross-device and online-to-offline (O2O) services.
- More than three-fifths (62%) of US publishers use geotargeting, but the bigger value of location data may come in building better audience segments and a deeper understanding of consumer journeys.
- As personalization improves, advertisers need to scale creative in numerous platforms and are turning to dynamic creative, which is still more difficult on mobile than on desktop.
Wurmser, Y. (2018, January 30). Mobile Measurement and Targeting: Eight Challenges Advertisers Face. eMarketer.