T-Mobile Refreshes Ad Business With New Name and App-Based Insights – Marketing Dive | Hot Mobile Press

T-Mobile recently rebranded its advertising sales business and launched a program designed to help marketers reach consumers based on app usage, which the company says is a strong indicator of consumer intent.

As marketers face the disappearance of tracking cookies, they’re looking for useful data signals to help them find the right consumers at the right time. With that in mind, T-Mobile launched App Insights last month after a year-long pilot program to give advertisers more insights into millions of mobile users. Around the same time, T-Mobile Marketing Solutions was renamed T-Mobile Advertising Solutions.

“We launched Advertising Solutions because we believe the ad tech offerings that brands need to leverage today are broken,” said a T-Mobile spokesman. “For years, brands have spent vast amounts of advertising dollars ineffectively, using outdated methods like web browsing data and cookies to identify potential customers. This is bad for brands and consumers.”

T-Mobile’s insights are based on how its mobile subscribers use apps, which the company calls “the strongest predictor of consumer intent.” Their mobility data includes all apps that a customer has downloaded on a connected device. The information also includes how often and for how long they use these apps, including their web browsers. Advertising Solutions allows brands to use this data to create campaigns and audience segments.

Advertisers can use the data to study different types of mobile behavior, e.g. B. How many users of an app use a different type of app. You can see how app usage correlates with transactions or how many of your target customers are using competitor apps.

T-Mobile’s refreshed advertising services business comes as U.S. digital advertising spending is set to grow about 14% to nearly $240 billion this year, and another 13% to about $271 billion, according to Insider Intelligence. However, mobile advertising has been changing since Apple introduced App Tracking Transparency (ATT) last year to give customers more control over the data they share with marketers online. The change means revenue for Twitter, Snap, Meta and YouTube will be $15.9 billion less this year than it could have been, data management firm Lotame estimated in April.

Addressing Privacy Concerns

T-Mobile aggregates consumer data for App Insights to prevent the disclosure of personal data. Instead, consumers are grouped into “personas” based on specific patterns of online behavior.

The platform can provide insights into audience segments such as sports enthusiasts, travelers or foodies. The company says it does not share personally identifiable information such as the customer’s name, address, email, precise location, and underlying broadband or device usage data.”

While privacy on digital platforms has become an issue for consumers, regulators and regulators more generally, since the Supreme Court’s decision last month in Roe v. Wade, the verdict establishing the constitutional right to abortion was overturned, placed significant emphasis on privacy in geolocation. The Federal Communications Commission this week launched an investigation into how the 15 largest US wireless carriers collect, store and protect geolocation data.

The latest investigation comes two years after the FCC fined the four largest wireless carriers — then AT&T, Verizon, Sprint and T-Mobile — $208 million for denying access to real-time location data from customers without their sold permission.

T-Mobile’s dataset includes millions of Android users on its network, but no information about Apple’s customers. With Apple’s changes to its privacy policy last year, it let customers choose whether to share an Identifier for Advertisers (IDFA) with third-party apps.

“Although we have access to iOS data as a wireless carrier, we have chosen to leverage Android data while monitoring the impact of Apple’s IDFA policy and opt-out feature on advertising practices,” the T-Mobile spokesperson said . “Customers can opt-out of having their data used for advertising at any time, but they may prefer the more relevant advertising that such data use provides.”

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