…that taste great together. Mobile shopping was something of a golden child this holiday season. It’s a growing audience, and it’s powerfully connected. Today, mobile advertiser 4INFO has announced that a new targeting option is being added to it’s network: shopping behavior.
What’s this now?
4INFO started out as an SMS advertiser – but it has since expanded into display, app and video advertising on mobile as well. It’s general purpose advertising network is called AdHaven. Now, up until recently AdHaven offered four different targeting options for its advertisers. You could target consumers based on the time of day, the day of the week, what network they were on, and what region/state they’re in.
Now it has added “what their shopping behavior is” as an option.
What do you mean by shopping behavior?
Who knows? 4INFO isn’t exactly being free with their information here. The company claims that it will be announcing new partnerships with data providers in March – and, presumably, it’s these partnerships that will be powering the new shopping targeting option. What 4INFO does say is it that it will be providing “audience targeting capability” to marketers in the “consumer packaged goods industry”.
What we think?
Frankly, “audience shopping behavior” could mean a lot of different things. It could be as simple as an opt-in preference list – “which of the following consumer products do you most often go shopping for?”. It could be based around checking what kind of actionable mobile shopping ads they interact with most often, and using that to build an anonymous profile. I guess we’ll find out in March.
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