继续移动RTB的话题，这次的主要内容是解析基于移动设备属性的三个定位工具的在移动RTB上的采用。

   么么翻译这篇文章，太费脑了，累死了，不过，收获很大。M友们超幸福的，可以看么么翻译的现成品了，不过，英语厉害的M友们，我还是建议您看英语原文，有的东西特别是前卫的移动营销领域的一些概念，用英语表达的感觉会更到位。不多说了，看精彩内容。

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【转发Morketing公众账号文章，请注明文章来源，谢谢配合】

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“数据驱动的思维”被媒体界人士撰写，其中包含媒体数字化革命的新想法。

   今天的专栏内容是瓦里克媒体管理（Varick Media Management.）产品战略副总裁吉姆·卡鲁索（JimCaruso）写的。

   广告主对消费者移动应用的快速增长感到非常兴奋。通过保持互联网连接设备的随身携带，不论白天和黑夜，消费者基本上都承载着广告投放机制。根据AppNexus的数据，自去年八月以来，每月总移动应用程序和Web印象已经增加了两倍多。移动互联网已经成为最大的数字广告市场之一。

   尽管持续的连接，在移动设备上接触消费者实际比看起来难。移动设备几个特有的定位功能发展慢于广告主的期望值。不过，我们已经达到了一个突破点，即广告商别无选择，只能采取，并将移动到整合到他们的媒体组合里面。

   然而，有针对的选择移动广告没有通用的cookie，所以建立在消费者行为模式之上的观众，广告主都来依靠是没有用的。为了获得最有效的移动实时购买，三个独立的移动广告定位策略需要整合到一起。

The Lure Of Techno-Graphic Targeting

图形定位技术的诱惑

   首先是图形定位技术的一些能力，它使用与移动设备相关联的不同参数来判断用户行为和目标用户的心理信息。

   例如，对于每一个广告请求，广告主可以看到消费者的设备类型和载体。

这允许一个载体，如T-Mobile，可以定位到竞争对手的用户，如定位到Verizon这过时的手机型号，诱使他们改变计划和升级。

The Geo-Targeting Myth

地理定位的神话

此外还有地缘，基于地理位置的定位，里面有各种各样的可使用的移动营销机会，广告主才刚刚开始利用。最初，广告主有个期望，希望消费者走过自己的零售店的时候能够吸引住他们入店。虽然这是情况可能的，但是要达到完美对齐是几乎从未发生。

   不是所有花在设备的时间都是可寻址的。消费者走进一个零售点，但是他们的手机是在使用中，他们很可能在使用地图应用程序，发短信、打电话、或者听音乐，因此不寻址。

   现在，它几乎是不可能推送广告给不在应用程序或移动浏览器使用中的消费者。所以，零售商说服那些坐在竞争对手停车场的汽车里的目标消费者转向去自己的沿街店面，这是令人难以置信的艰难。

这种受众定位是太难了，广告主会花很多钱通过很低的转换率试图达到受众那。相比于神话地理定位，现实是严峻的。

The Behavioral Targeting Conundrum

行为定位之难题

   第三也即最后一部分行为定位的方程式，比起PC终端，在移动端实现更加棘手。行为数据利用归结为获得尽可能高的PC端cookie的匹配率到移动端，通过一个秘密友好的方式。

   广告客户可以cookie到桌面上的一个用户，然后做一个假设，他们正在寻找一个特定的移动设备上相同的用户。因为他们没有移动设备上的cookie，这通常是通过IP地址或当广告请求来自智能手机或平板电脑连接到WiFi纬度/经度坐标来传递。

What’s Next?

下一步是什么？

   虽然广告商目前可以利用所有这三种战术，并且一些功能单独使用起来也相当不错。 RTB的结合为我们提供了必要的规模，以便混合同时所有三个战术来说。

   例如，广告客户可能会发现，在白天的iPhone用户在Chrome浏览器中的表现比那些在晚上使用谷歌的Nexus平板电脑的好。通过广告交易市场的实时竞价数据分析，他们可以直接在正确的时间正确的设备上的向这些高性能的观众投放广告。

   但是仍存在一些要需要解决的规模的问题。现在，在移动端，程序化媒体购买还是以应用为主。最近的报告还指出在应用程序的移动库存为大约80％，而移动网络只有20%的量，这不符合消费者使用模式。这种差异将趋于平稳，以便程序化可用库存调整为以更接近消费者的移动生活习惯和更好的带有HTML5和响应设计的网站Web技术的进步。

   这一进步将最终使这三个定位选项的组合，帮助广告客户更丰富的实时利用受众描述。移动是并将继续是一个关键的媒体渠道。每天，营销人员正在配备更好的实时定位工具，以达到他们的移动受众。

Follow Varick Media Management (@VarickMedia) and AdExchanger (@adexchanger) on Twitter.

原文阅读

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jim Caruso, vice president of product strategy at Varick Media Management.

Advertisers are very excited about the rapid growth of mobile usage among consumers. By keeping Internet-connected devices close at hand at all times, consumers are essentially carrying an ad delivery mechanism with them day and night. Total monthly mobile app and web impressions available have more than tripled since August, according to AppNexus, one of the largest digital ad marketplaces.

Despite constant connectivity, reaching consumers on mobile devices is harder than it looks. Several mobile-specific targeting capabilities have been slower to scale than advertisers had hoped. Still, we’ve reached a point where advertisers have no choice but to adopt and integrate mobile into their media mix.

Yet there is no universal cookie targeting option for mobile advertising, so audiences built on top of the consumer behavior patterns that advertisers have come to rely on aren’t available. In order to get the most out of buying mobile in real time, three separate mobile ad targeting tactics need to come together.

The Lure Of Techno-Graphic Targeting

The first of these capabilities is techno-graphic targeting, which uses different parameters associated with a device to infer behaviors or psychographic information about a target user.

For example, with every ad call advertisers can see the consumer’s device type and carrier. This allows a carrier, such as T-Mobile, to target a competitor’s subscribers, such as Verizon, with outdated phone models, enticing them to change plans and upgrade.

The Geo-Targeting Myth

Then there’s geo, or location-based, targeting, which has a wide variety of possible use cases for mobile that advertisers have just begun to leverage. Initially, there was an expectation that advertisers could reach consumers as they walked past their retail stores and draw them inside. While that is possible, the circumstances have to be so perfectly aligned that they almost never happen.

Not all time spent on devices, however, is addressable. Consumers may walk near a retail location, but if their phones are in use, they are likely in a map application, texting, calling or listening to music and are therefore not addressable.

Right now, it’s nearly impossible to push ads to consumers who aren’t in an app or on a mobile browser. So, it’s incredibly hard for a retailer to target consumers who are sitting in their cars in a competitor’s parking lot and persuade them to go to their own store down the street instead.

This audience targeting is so difficult that the advertiser would spend a lot of money trying to reach an audience with an anemic conversion rate. The reality of geo-targeting is stark compared to the myth.

The Behavioral Targeting Conundrum

The third and final part of the equation is behavioral targeting, which is trickier on mobile devices than it is on desktops. Leveraging behavioral data comes down to getting the highest possible match rate of desktop cookies to mobile devices, in a privacy-friendly manner.

Advertisers can cookie a user on a desktop, and then make an assumption that they are looking at the same user on a specific mobile device. As there are no cookies on mobile devices, this is usually done via IP address or latitude/longitude coordinates passed when an ad request comes from smartphone or tablet connected to WiFi.

What’s Next?

While advertisers can currently leverage all three of these tactics, some use them quite well individually. Incorporating RTB gives us the necessary scale to allow for a blend of all three tactics simultaneously.

For instance, an advertiser may find that iPhone users in the Chrome browser during the day perform better than those using a Google Nexus tablet at night. By analyzing real-time bid data across marketplaces, they can direct their investment toward these high-performing audiences on the right device at the right time.

There are still issues of scale that need to be addressed. Right now programmatic media buying on mobile is dominated by applications. Recent reports still point to mobile inventory being around 80% in-app compared to 20% mobile web, which doesn’t match consumer usage patterns. This discrepancy will level off so that programmatic inventory availability will align much closer to consumer mobile habits and better web technology advances with HTML5 and responsively designed websites.

This growth will finally enable a combination of these three targeting options, which will help advertisers leverage much richer audience profiles in real-time. Mobile is and will continue to be a crucial media channel. Every day, marketers are being equipped with better real-time targeting tools to reach their mobile audiences.

Follow Varick Media Management (@VarickMedia) and AdExchanger (@adexchanger) on Twitter.