AdExchanger ran a piece by our General Manager for North America. He looks at how much time we all spend on our phones, specifically within apps, and that our behaviors around how we use them forms a picture of who we are as individuals. From interests, behaviors and even sociodemographics, our phones know us better than our closest friends. The industry has a tremendous opportunity to move beyond just a few data points about larger groups of the population to actually understanding the makeup of users. But to get there, the industry needs to solve the technological challenges of cross-app silos and convince premium apps that their valuable data can be an incredible revenue stream while still remaining privacy-compliant.
Check out Taylor’s article here.