Periodic or continuous in-market research to monitor a brand’s performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005)
There are four main types of ad tracking technologies currently available: ID-Based Tracking (UDID, Apple Advertising identifier, MAC address, ODIN), Fingerprint, HTML5 tracking of cookies and referring Android.
ID-Based Tracking is a technology based on following ads that are mainly used in the Apple iOS platform. This method involves the capture of a single device. With ID at the moment the user clicks on an ad or keeps a conversation, an identification process is generated to determine the origin of the marketing (ad network, creative ads or others).
‘Digital Fingerprinting’ or ‘Fingerprint’ is a technique that is based on crawling within the application. At the moment of clicking the ad, a variety of key data can be identified: type of device, operating system, IP address and potentially dozens of other attributes. In this type of technology, the URL that redirects is often used.
Cookie tracking is used on iOS devices and involves storing a file on the device. The process is similar to the tracking of a cookie on the web, although technically a real cookie is not used. When the user clicks on the ad, an identifier is stored in the device that can be obtained at the time of download. The main advantage is that it is easy to understand, since it works in a very similar way to the tracking that is done on the web.
Finally, the Android Referrer is a method offered by Google for tracking application downloads. The process is simple: first, the user clicks on an ad that directs it to the Google Play store. Ad tracking information is passed in the Referrer. After the user downloads the application, the corresponding tracking information back to the advertiser. Its biggest advantage is that it provides accurate information and is a standard functionality for all Android devices.
The question then is: How to obtain the maximum value of the follow-up through the optimization of the tracking tools? Technologies are only the first pieces of the puzzle.