He is advocating, instead, monitoring which apps a user has installed, in order to elucidate signals to be used as targeting characteristics.<\/p>\n

“The type of apps a person has has on their phones and is likely to have on their phones … gives you a really deep understanding of not only where someone is, mindset-wise, today, but where they’re “heading,” says Rahim.<\/p>\n

Let’s say someone is loading honeymoon apps or apps that, you know, are involved with a wedding. Those apps then allow us to see kind of intent of where that person is going mindset-wise.<\/p>\n

“That then connects the dots with someone who’s potentially looking for a new house or a new apartment that then connects the dots to someone who is eventually looking for honeymoon locations, as well as other change events in their lives.<\/p>\n

“Achieving this in a privacy-compliant way is critical because we’re not interested in obviously understanding someone on a PII basis. We’re interested in understanding someone from any holistic basis of what they’re likely to do next, to provide them deeper, more accurate and relevant advertising, both on mobile and CTV.”<\/p>\n