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Game Business - Mobile Device IDs

Mobile Device IDs Functions Explained

Mobile Device IDs Function Explained

Collecting data from your potential mobile game users can be a complicated process. To make that process easier, the thing you need to focus on is personalizing to your customers needs and desires.

From time to time, those needs and desires will change. This only tells you that the content served to them needs to adapt with personalization engines. You might ask yourself, what personalization engines can help you adapt to your users? Well, today we’re here to help you out and explain one of them.

Mobile Device IDs and Users

Mobile device IDs are unique identifiers which can be used to identify mobile devices.

Those IDs are connected through specific servers and they can only be obtained after your user installed the mobile game/app. Of course, when you’re collecting data from users, you’re also impacting their privacy. It goes without saying that the only way you can use that data is if users allow you to use it.

Advertisers use ids to determine if they have already served an ad to a specific user. Also, with this data they’re able to retarget ads and see the frequency of ads shown to users.

Game Business - Mobile Device IDs

Source: Campus Socialite

Cookies vs Mobile Device IDs

Cookies are helpful when it comes to tracking users activities on browsers, but in some cases they’re not that accurate. For example, multiple people in the same household can use the same IP address and you’re losing potential targeting options.

It’s also important to mention that there are a lot of bots posing as real people online. These bots completely waste ad impressions and cost advertisers money.

According to Adage, $7.2 billion was lost globally in 2016 to ad fraud that was wasted on non-human traffic – a loss that is only increasing as we speak.

On the other hand, with mobile device IDs you’re able to target real people that already installed your app. You know a lot about them and how they’re engaging with your app.

Game Business - Mobile Device IDs

Source: WTD News

Mobile Marketing Disadvantages?

Mobile marketing disadvantage is if you don’t have consent from users for using their data. But on the other side, users who let you use their data are the ones you should care about. They are the ones who like your mobile game and they’re giving you personal information. When you respect their privacy and ask for their consent, the higher the chance is users will accept.

According to a Nielsen Study, 89% of consumers’ media time on smartphones is spent engaging with apps, which means the need to understand and identify mobile consumer behaviors is essential for effective marketing campaigns.

By customizing ads based on users interests there’s a huge revenue increase possibility. If you use that opportunity correctly you’ll be thankful for reading this article.

If you’re interested in free promotion methods that can help you out, click here.

Game Business - Mobile Device IDs



By understanding your users behaviour you’re able to build consumer profiles. Mobile device IDs will help you build those profiles in a much efficient way than any other marketing strategy. Many advertisers think that they’re targeting the right audience, but many of them are just guessing. Don’t just guess your target audience if you’re able to keep track of it and do it successfully. 

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At we're covering all you need to know about mobile game business!


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