Dive Brief:
- YP has partnered with cross-device technology specialist Tapad to use its desktop search data to retarget ads to mobile devices.
- The companies will use database information that connects mobile device ownership to a person’s desktop by analyzing IP addresses, search habits, and other information.
- The initiative is among the first to measure purchase intent using desktop cookie data instead of location-based information in targeting mobile users.
Dive Insight:
As people move from their desktops to their mobile phones and tablets throughout the day, they leave search data behind—literally becoming moving targets. YP and Tapad’s device-matching system promises to help marketers make these transitions with consumers by erasing the boundaries between desktop and mobile activity.
YP’s initiative will allow it sell desktop and mobile ads as a package without relying on mobile-only, location-based information. If it is successful and other companies develop similar capabilities, media spending on mobile advertising is likely to increase even faster as retargeting becomes available across devices.