WTF is mobility data?

The marketer’s guide to app engagement data.

As marketers continue to prepare for the full deprecation of the third-party cookie in 2023, they are hurrying to assemble new and reliable sources of scalable and privacy-compliant data.

Mobility data is one form of data that is emerging from this space. Referring to a comprehensive view of the apps a user has chosen to download to their smart device, as well as how often — and for how long — they open and engage with those apps, mobility data is enabling marketers to better understand their target audiences and address them successfully.

This WTF guide from T-Mobile Advertising Solutions and Digiday explores how mobility data helps brands reach and engage highly relevant target audiences.

What you’ll learn:

• Why app engagement and ownership data are powerful indicators for interest and intent
• What a successful mobility data partnership looks like during a campaign
• The metrics that are most important when measuring a campaign’s success