Mobile ad spend is predicted to surpass $100 billion in 2016 and represents 51 percent of the digital market. Given that the average American spends an average of 4.7 hours on their phone a day, the ascendance of mobile advertising is no surprise. Advertisers want to reach consumers where they spend their time.

In 2016, as the mobile ecosystem continues to evolve, advertisers will also evolve the way the use big data in a number of interesting ways. Here are four key mobile advertising trends to keep an eye on in the year to come.

First party mobile location data strategy becomes a top priority for both brands and publishers

Brands and publishers are going to start caring more about how they manage and use their first party location data on users. This is not necessarily the data that comes via their mobile apps. Rather, advertisers will pay more attention to the data about users who see their mobile ads, or buy their products online. Focusing inward enables brands to buy their own media, and target specific users based on the data they have gathered. Even better, they can tie this data to their users online, which helps them become more efficient at marketing.

A dozen large retailers are already beginning to use first party mobile data. For example, brands like Procter & Gamble can now run campaigns inside the Safeway app to reach their customers shopping at Safeway, or buy display ads and target Safeway shoppers on other relevant apps. In 2016, we will see a big shift as brands begin taking ownership of their own first party mobile data.

Learn more about how we work with advertisers to manage their first party mobile data.


Financial institutions enter the adtech fray with real­ world transaction data for mobile attribution

Financial institutions, such as banks and credit card companies, are in a unique position to enter the ad-tech world, and they are already doing so. Why? Because they have access to a variety of historical purchase data and spend graphs on their users, which enables them to create audience segments based on that data, that brands can use for highly targeted mobile ad campaigns. They are also in a unique place to use this data to better measure attribution and close the marketing loop on a campaign.

For example, payment companies can create an audience segment around people that have purchased items in a certain category, such as sporting goods. Sporting goods retailers can then specifically target those users for their mobile ad campaigns. Chances are, the brand will see much higher success rates on targeting these interested users that have already shown interest in the category. We believe this trend will pick up steam over the next few years.

Related Article: What Mobile Payments Can Learn From “The Newsroom”


Mobile data transparency with consumers becomes the norm

Consumers understandably have privacy concerns about sharing their personal data, but the tide is starting to turn. People who regularly use multiple devices have realize