Google to Tie Mobile Web, App Trackers for Ad Targeting

Almost a year ago Google made headlines when word leaked that the company was prepping a replacement for the cookie, the primary technology used to track web users from site to site and aim certain ads at them. This new mobile ad-targeting method is not that replacement. Instead Google is taking the cookie dropped in a mobile web browser and connecting it with the mobile app equivalent of a cookie. Once those are connected, Google will be able to show the same ads to consumers whether they’re using a mobile browser or an app, or recognize consumers who saw one ad in an app and show them a follow-up ad on a mobile site.

Google to Tie Mobile Web, App Trackers for Ad Targeting | Digital – Advertising Age.