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Can mobile targeting ever be as accurate as cookies on the desktop?

from Advertising Age

Mobile ad startup Tapad recently announced it closed a $6.5 million series B funding round led by venture capital fund Firsthand Technology. By analyzing hundreds of data points including device type, browser type and content source, Tapad says that it can target consumers across devices with 70-75 percent accuracy. But Tapad is just one of numerous cross-device tracking companies to capture the attention of Madison Avenue and Silicon Alley with such claims. While mobile device adoption has been a boon to Apple and Samsung, it has threatened to make cookies — the lifeblood of digital advertising — less relevant. As the cookie slowly crumbles, advertisers have heralded new technologies that will one day replace them. more

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