Human Demand, a mobile demand-side platform (DSP), is expected to next week announce plans to decouple the mobile data from its data management platform (DMP), called AppAudience.
In other words, Human Demand is taking its mobile data and making it available to anyone in the industry, including supply-side platforms, exchanges, networks and even other DSPs, said Keith Petri, the company’s SVP of strategic partnerships. It houses data from all apps on both iOS and Android devices, per Petri.
The company asserts that match rates when using Device ID are around 20%, which is why it invested the past 18 months of development in AppAudience's data layer which doesn't rely on Device ID.
"Other datasets are hindered by match rates to Device ID pools," Petri said.
The other advantage of not using Device ID -- which links individual consumers to their devices -- is that Human Demand can pitch it's datasets as privacy friendly.