The lack of cookies on mobile devices has made it harder to re-target consumers from desktop to mobile, but YP’s Cross Device Retargeting Service surmounts this obstacle by combining first-party local search data with Tapad’s cross-screen identity tracking capability.
It analyzes a variety of usage data from multiple devices to identify behavioral patterns and determines which devices are likely being used by a single individual.
To employ YP’s Cross Device Retargeting, the advertiser chooses a search category, for example, automotive or fast food, and sets additional campaign parameters, including desired locations and demographics. The advertiser can then deliver messages targeted by those criteria in a variety of ad formats, including paid search results and mobile display ads. T
The ads will follow consumer across multiple devices, both within apps and on mobile Web sites.
YP claims the new service will reach a total unique audience of 80 million users, the size of its monthly user base, across its various consumer search sites. The company noted that a majority of consumers who search on YP (73%) switch devices at some point during their searches for local businesses. It also cited research showing that they are more likely to make a purchase following their search on YP properties.
After dominating the local directory business in the print era, YP has been working steadily to reinvent itself as a digital search and advertising platform. The latest cross-device retargeting offering follows YP’s earlier introduction of re-targeting online display ads back in July.
Last month, it began hiring hundreds of new digital sales staff in order to support new digital ad products and services.