Human Demand To Let Others Buy Against Its Mobile Audience Data

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.

1 comment about "Human Demand To Let Others Buy Against Its Mobile Audience Data".
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  1. Howie Goldfarb from Blue Star Strategic Marketing, June 6, 2014 at 11:35 a.m.

    this is very interesting. targeting is hard and consumers when asked want any tracking that is personal illegal and many want it criminal. So its a good move to decouple.

    When I saw the comScore class action settlement I was appalled at what they were caught doing. I now do not trust any of their data and think the CEO should be in jail. They were caught stealing personal info like user names and log ins which to me should be life in jail for the perps.

    So great move here and surprise a ositive comment Tyler!

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