app marketing platform Fiksu said Thursday it is rolling out retargeting to help brands and developers reconnect with lapsed app users.
The company uses standard first-party data
sources, such as Apple’s IDFA (identifier for advertisers) from within a developer's existing user base as the basis for retargeting, according to Craig Palli, the Fiksu's chief strategy
officer. It also uses statistical modeling to identify users across devices or platforms -- a technique similar to digital
Fiksu suggested that advertisers could also use the new retargeting capability to re-engage people who have downloaded an app but never taken any actions, like
registering or making an in-app purchase, and reach prior users when released news apps or updates.
The offering also extends across platforms, so developers could potentially
retarget ads to the desktop to drive app usage on mobile phones and tablets.
Retargeting is rapidly extending from the desktop to mobile, with companies like Facebook, Twitter,
Google, 4INFO, Flurry, and location-focused mobile ad network xAd beginning to offer the ad option on devices. Retargeting has historically been a challenge in mobile because of the lack of cookies,
but the cross-device reach of companies like Google and Facebook is making it more of a reality.
“Successful execution of retargeting campaigns requires significant scale--both
a large base of users to retarget, and a wide spectrum of impressions to reach them,” said Palli. “We feel that the massive expansion of mobile usage in 2013 has really made retargeting
viable for 2014, as demonstrated by our RTB inventory of 150,000 impressions per second.”
Among the clients testing retargeting with Fiksu to date have been Shotzoom, which
makes the PGATourCaddie app, and what Palli described as a “household food and beverage brand,” and a “photo-sharing app with tens of millions of users.” He added that other
clients across app categories are also starting to run test campaigns.