This week, the mobile social advertising gurus at Addictive Mobility published a new white paper that delves into how social targeting is the most effective form of behavioral targeting.
“The Rise of Mobile Social Targeting,” which is available now for download, addresses how audiences continue to make the jump to smartphones and tablets. In the process, the number of users accessing social media on a mobile application or browser continues to rise.
According to the white paper, there has never been a better opportunity for brands and advertisers to immediately understand consumer intent and deliver the appropriate message to the correct audience.
“Traditionally, behavioral targeting technologies have been tasked with analyzing user behavior to derive intent, and secondly interpret the hypothesized intent for semantics. This process of machine inference is less than perfect and even companies such as Facebook have publicly acknowledged the challenges with this approach,” says Dilshan Kathriarachchi, Addictive Mobility’s CTO. “Our technology interprets a social data set rich with user described intent, allowing us to focus all our effort and energy at tackling the semantic question for mobile advertising that address real-world problems for end-users and advertisers alike.”
“The Rise of Mobile Social Targeting” explains the benefits of this social data to advertisers and marketers. Social targeting uses social data to build real time and highly customized audiences at scale.
Nussar Ahmad, Addictive Mobility CEO, says the information that is gathered is far more relevant to advertisers who can use that information to target their products to the most appropriate audiences.
“We are excited to publish a white paper that will shed light on those misconceptions and offer the advertising industry some direction on how to leverage the massive opportunity that social data represents,” Ahmad concluded.