Dive Brief:
- Google is testing a new method that it hopes will bridge the gap between tracking use on mobile web and mobile apps.
- As it stands, tracking identifies mobile web browser user and mobile app use as two individuals– but Google's new method will use a mobile web cookie and connect it to a cookie-like device in mobile apps to recognize the user as one person.
- With the new method advertisers will be able to track users as they move from mobile web to apps– but so far the technology cannot track users as they move between mobile devices.
Dive Insight:
As long as cookies remain a relevant tracking tool, Google's new method could be groundbreaking for mobile advertising. Recognizing one user across the mobile browser and through apps could provide a whole new host of targeting information that will help accelerate mobile apps forwards -- not just in targeting, but in user-relevant content.
