Mobile Advertising Emulates Web with Cookies

The lack of standardization among carriers and handset manufacturers is among a plethora of reasons the viability of mobile cookies has been hotly disputed. But one mobile ad network says it’s finding success.

Ringleader plans to release its next generation mobile cookie, dubbed Media Stamp, at a launch event in New York today. Through server-side coding, the service is able to provide persistent device identification in order to follow mobile users as they browse a site or a number of mobile Web sites. Media Stamp integrates with Atlas and DoubleClick.

“Most cookies don’t work on mobile devices; carrier gateways will clear them off,” said Bob Walczak, CEO of Ringleader Digital. “It allows carriers to say they know their consumers better [than outside parties.]”

Initial partners include ESPN, Go2, and Thumbplay on the publisher side, and OMD and Razorfish on the agency side. All parties are participating either by applying the technology in their ad buys or providing inventory.

Since insertion orders flow through media dashboards Atlas and DART, advertisers are able to use approaches such as frequency-capping, conversion-tracking, engagement-mapping, and ad retargeting. Engagement-mapping is a concept Microsoft’s Advertising Solutions Group has been pushing to assign credit to more than just the last ad clicked, while re-targeting identifies in-market consumers based on previous behavior.

The mobile world isn’t new to cookies, nor is Ringleader. Several ad networks and vendors have come to market with cookies and analytics platforms to report on their own ad serving and also provide third party metrics for mobile content providers. Those solutions include dropping a piece of code on a consumer’s phone or carrier platform, or a server-side solution such as Ringleader’s Media Stamp.

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