Smartphone Ads and Their Drawbacks — Digital Domain – NYTimes.com

Smartphone Ads and Their Drawbacks — Digital Domain – NYTimes.com.

“If you look at the real estate available on a smartphone, it’s really sad compared to not just banner ads on the Web, but also to TV, print and outdoor advertising.”

Size isn’t the only problem. Advertisers are also limited by what they can find out about smartphone users. It’s not technically possible to use cookies with smartphone apps the way it is with a browser. On the Web, publishers typically record users’ actions so that advertisers can make an educated guess about a user’s identity and interests.

“What makes Web ads so attractive to advertisers is the ability to track actions and optimize accordingly,” Ms. Chen says. Because a smartphone cannot use the same technology, she says, “your ability to track and optimize is much more blunt, or in some cases nonexistent.”

This entry was posted in Google. Bookmark the permalink.