Apple iOS is incredibly prevalent in today’s marketing landscape with 22% of all phones being iPhones. That is 1.5 billion active iPhones on the planet, with the largest spending market on iPhones being the United States. For many advertisers this is a very desirable, yet increasingly unreachable target market.
We have a basic hypothesis that most marketers and agencies are not paying enough attention to reaching users on Apple Devices using Programmatic Advertising. (And probably social too, but that is a separate blog post.) We decided to run a basic experiment comparing the delivery to Apple Devices when targeting typical 3rd party data audiences vs. our in-house cookieless tool called Pontiac ART…
Keith deliberates over strong solutions available for the post-cookie era – with two of our partners (LiveRamp and SEMCasting), Pontiac’s contextual targeting capabilities, and what we can expect with Native advertising.
What changes are around the corner, speculating how this will play out, and how Programmatic Mechanics and Pontiac Intelligence are preparing for all possible scenarios.