Google Readies Behavioral Ads in Mobile Apps

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

ClickZ, 4/18/11

Search giant and mobile ad provider Google is preparing to offer behaviorally targeted ads across its network of iOS and Android applications, as well as the ability to more accurately track conversions from handsets running on those platforms.

Individual mobile handsets possess unique ID numbers, or “device identifiers,” to which Google plans on tying users’ in-app behavior for the benefit of advertisers. To date, the company has refrained from making use of device IDs for ad purposes, perhaps owing to privacy concerns, but numerous competing firms already make use of the practice.

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