With the rise of data restrictions like Apple’s App Tracking and Transparency (ATT) framework and Google’s plan to block third-party cookies on browsers, publishers can no longer rely only on permanent identifiers for targeting.
As a supply-side platform (SSP), we want to broaden the scope of user addressability and targeting using personalized and non-personalized data signals. We have broadly categorized these into two types of targeting:
| Targeting Type | Description | Consent | Identifiers |
|---|---|---|---|
| Identity-based Targeting (Personalized) | Targeting based on user-level data that is collected, stored, and analyzed over a period using permanent or semi-permanent identifiers (like device ID, cookies, universal IDs), | Required | Required |
| Contextual App Targeting (Non-personalized) | Targeting based on the current state of the device and the current context users are at instead of storing and analyzing data over a period. | Not required | Not required |
While identity-based targeting allows you to target specific users, contextual app targeting is privacy-centric as it doesn’t identify a specific user and doesn’t require extra permissions. We recommend using both to strengthen your targeting strategy.
In this section, we cover the data signals used for contextual app targeting by InMobi. For more information on InMobi’s Identity-based Targeting solutions like UnifID, see UnifID Overview.
Contextual App Targeting revolves around understanding users’ device and session information to triangulate their interests and intention to provide them with relevant ads.
We have classified the data into four categories:
Contextual app data and settings can be collected from Android and iOS devices without extra permissions from users.
We have listed the fields that the InMobi SDK consumes from Android and iOS devices to construct the rules for contextual app targeting. We have verified from our end that all the fields are directly available from the OS without any extra permissions. Please let us know your preferences from a privacy standpoint:
| Parameter | Description |
|---|---|
| Country | Country in which the device is being used. |
| Manufacturer | Device Manufacturer name |
| Device Platform | Platform of the Device/Operating System |
| OSV | Operating system version |
| Operating System | OS Name & Version |
| Connected Carrier Name | Carrier name to which the device is connected |
| Dark Mode | Whether the device opted for Dark Mode or not |
| Keyboard languages | The keyboard language of the device |
| API Level | Android-specific. OS API level. For example 20,21 etc. |
| Battery charging (true/false) |
For more information, see Apple's developer documentation. |
| Device hardware version | Device hardware information |
| Device Total Disk Space | Total disk space of the device |
| Device Available Disk Space | How much space is available on the device |
| Wired Headset | Whether there is any headset plugged into the device when the ad is rendered |
| Battery Level | We have categorized the % of batteries into levels. For example 21-30, 31-40 etc. |
| Battery Saver Status | Whether the batter saver is turned on in the device or not |
| Airplane Mode Setting | Whether the airplane mode is set or not |
| Do Not Disturb Setting | Whether the DND mode is set or not |
Ensure that we ONLY read the above values and not write them back to the devices.
By installing this SDK update, you agree that your Children Privacy Compliance setting remains accurate or that you will update that setting, whenever there is a change in your app's audience. You may update the app's Children Privacy Compliance settings at https://publisher.inmobi.com/my-inventory/app-and-placements.
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