What is user-level data?
In mobile marketing, user-level data refers to individual information on specific users of a mobile app or ad platform. This typically includes details like demographics, user behavior, preferences, historical user activity, purchase history, etc.
User-level data and privacy regulations
User-level data is valuable for mobile marketers because it allows them to create highly targeted and personalized marketing campaigns.
However, recent privacy regulations like Apple’s ATT and Google’s Privacy Sandbox have restricted its use in mobile marketing. For this reason, more and more marketers are turning to alternative user targeting methods like contextual advertising.
Moreover, advertisers are changing their focus from third-party data to first-party data. For this reason, there is a surge in popularity of ad networks that operate as O&O properties, leveraging first-party data for ad targeting. MAF runs campaigns on O&O properties and helps mobile apps and games reach a premium user inventory.