As the migration from web to mobile persists, advertisers are realizing that the unique environment of mobile is not translatable to what was achieved on desktop. We are finding out that apps are much more transactional than previously estimated with evidence of a push towards messages (information) and video rather than standard advertisement displays, yet both still very dependent on consumer insights from device signals (such as location). All of these shifts place enormous pressure on the level and quality of mobile data being collected.
To capture the data, APIs have become pivotal for mobile execution. This is another piece lost in the ad-tech shift, as web-based client-side technologies are obsolete in the mobile world, such as pixels and cookies. Many ad-tech platforms are not architected for mobile and instead, require JS tags to drop cookies for user-level data, and meanwhile, are still left to figure out how to adapt. This will greatly limit the level of data being collected while dimensioning the ability to target users as the mobile ecosystem continues to advance.
From the publisher standpoint, we see concerns around the level of quality with SDKs on the market known as SDK bloat, plus a lack of resources to generate comprehensive audience profiles. Without audience information, publishers struggle to form the non-intuitive conclusions necessary to enrich ad offerings and predict intent.