On mobile, Criteo gets personal with permission

• New in-app advertising solution also offers personalised, relevant ads
• Practises a ‘privacy positive’ approach to advertising solutions

THERE is no question that the mobile space remains a growing yet untapped space for many businesses.
 
The spike in tablet adoption is a key contributor to the growth in mobile sales, and tablet shipments are now exceeding those of desktops or laptops.
 
According to IBM’s Black Friday Report 2013, sales on mobile devices in the United States continue to skyrocket. The study reported that 21.8% of all online sales came through a mobile device, which represents a year- over-year increase of 43%.
 
In the Asia Pacific region, an SAP study found that consumers are much more likely than the global average to use their mobile moderately (a few times a week or monthly) for banking (37% vs. 29% globally) and buying goods and services (37% vs. 26% globally).
 
The top purchases via mobile are clothes (49%) and books or e-books (47%); and besides shopping online and in-store, consumers in Asia Pacific are also purchasing via mobile Internet (36%), via downloadable apps (24%) and via SMS (19%).
 
In line with this shift of attention and time spent on mobiles, it has become critically important for marketers to effectively reach and engage this growing audience through mobile web browsers and in-app advertising.
 
To help meet the needs of businesses seeking to engage via mobile channels, digital performance advertising agency Criteo introduced its in-app advertising solution in January.
 
According to the company, the offering has seen rapid month-over-month growth and is gaining traction in markets such as the United States, the United Kingdom, France, Germany and Brazil.
 
It also lays claim to generating over US$1 billion in post-click mobile sales for its customers on an annual run rate.
 
In an email interview with Digital News Asia (DNA), Criteo chief product officer Jonathan Wolf (pic) said the mobile app space is still evolving, both in ad technology as well as client sophistication.
 
“One of the basic building blocks that we recommend to companies is to engage with a quality analytics or attribution measurement platform such as Ad-Exchange Tracking,” he said.
 
Wolf noted that the ability to not only measure and track app downloads but also customer behaviour, interaction and purchases remain a key component that serves as the foundation of any type of marketing activity.
 
“This deeper measurement also provides a lot of value within the app medium, simply because of the unique nature and behaviour of mobile apps versus the desktop world that we all know.
 
“Mobile apps behave in a space where one can execute actions within the app while ‘disconnected’ from both mobile carrier networks and wireless Internet. In the desktop world, this example does not even exist and is just one of the many challenges uniquely presented by this new and exciting space,” he added.
 
Safari-like
 
The company’s mobile solution ensures that users receive personalised, relevant ads regardless of their web browser. The company provides consumer transparency over ad choices and helps users manage this by placing an interactive icon on all Criteo ads, it claims.
 
Its technology uses information based on previous browsing behaviour such as product viewed, and its mobile solution that leverages on Safari utilises the same approach as that browser.
 
When a user browses a client’s website with Safari and doesn’t have a company cookie, Criteo will display an informative banner that notifies the user that their browser blocks some third-party cookies by default, and that subsequently clicking on the website will allow Criteo to place its cookies and serve personalised ads.
 
After having accepted Criteo cookies by clicking on the website, the user is shown a second notice that offers him the ability to revert to his choice in the event that he changes his mind.
 
“Our customers have been asking for a comprehensive solution for mobile advertising, so we’re delighted to announce the release of support for all browsers.
 
“Criteo has worked hard to deliver a unique solution that enables a privacy-centric cookie-based solution for Safari – the default mobile web browser for the most popular tablet and smartphone.
 
“This builds on our existing mobile browser technologies and is a powerful complement to our in-app and online offerings,” said Wolf.
 
Mike Zaneis, executive vice president of public policy and general counsel at the Interactive Advertising Bureau (IAB), noted that browser settings that prevent some third-party cookies by default make the delivery of relevant and customised advertising “more difficult.”
 
“The IAB believes that advertising companies delivering solutions that empower users to make informed decisions about their browsing experience and enable relevant customised ads are a benefit to the entire industry.
 
“One effective way to approach this question is by proactively displaying information to website visitors about the type of cookies used, how they are delivered, and the options for managing them. These innovative initiatives are also a great example of the self-regulatory programmes favoured by the Obama Administration,” Zaneis said.

Next Page: Upcoming mobile advertising trends, Criteo's regional play