Dive Brief: 

• Mobile advertising and rewards platform Kiip has released a new mobile tool, Precision Moments Targeting, meant to pinpoint the perfect moment to deliver a relevant reward to mobile users. 
• Precision Moments Targeting, which works across 1,500 Kiip-enabled apps and six verticals, targets users based on demographics and moment verticals like gaming, fitness, health and music. 
• The unique targeted options include historical redemption (a time users have been known to redeem an offer in the past), mind/sentiment tracking (how happy a user is before they redeem) and what Kiip has named "nuerel net" which is based on a combination of data the company has collected. 

Dive Insight: 

If Precision Moments Targeting is effectively able to read user emotions and mindset, this will be a huge breakthrough for mobile advertising. So much of human behavior is hard to track with data because of these factors, and now, Kiip is claiming to be able to track those same factors with their data. In early testing by Kiip, the user redemption rate jumped 32%, so it certainly looks promising.