“iPad owners have a high technical affinity and are a sophisticated target group,” says ADTECH CEO Dirk Freytag. He lists the rejection of flash by Apple devices as yet another reason for the concise identification of iPad users: “Much of the content available on the net is flash based, consequently it is an advantage for our customers if they use the targeting to deliver only flash-free ads to iPads,” explains Freytag. More and more display ads now contain flash elements. The iPad targeting solution by ADTECH warrants that agencies, ad networks and publishers can now count on the receipt of their advertising messages by the user and on the proper presentation of the ads.
iPads are identified through the browser ID. To allow users to access the Internet, Apple has preinstalled an extra version of its Safari browser on the device. When they book campaigns, advertisers can now choose the iPhone, xBox, Playstation as well as the iPad as a browser. ADTECH customers have the option to book advertising specifically for the iPad on the adserver.
“Our iPad targeting is browser-recognition based. We are also working on other options to identify mobile devices, so that they can be reached by advertising,” concludes Freytag, giving users a preview of things to come in the next few months.
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