Device ID Targeting Device ID (DID) is a Geo-Fencing product that allows you to target devices that have been at a previous location. You can capture these devices by mapping out a list of locations during a specified lookback period, which is the specified timeframe you want to capture data. With the evolving landscape of online advertising, businesses are constantly seeking new and better ways to reach potential customers. In this arena, Google Ads has been the dominant force for finding ready and willing buyers. 

Traditional Google Ads strategies, which mainly rely on keywords and user behaviors on the Google platform, are now being trumped by Mobile Device ID-based strategies. 

Traditional Google Ads Strategies

Historically, Google Ads was built upon keyword-centric campaigns. 

Businesses bid for specific keywords, and when users search for these terms, their ads appear on Google’s search result pages or on partner websites in Google’s Display Network. The strategy revolves around understanding search intent and crafting compelling ads to meet that intent. 

Over time, various advancements were introduced, like location-based targeting, ad extensions, and more.

Strengths of Traditional Strategies

Reach and Exposure 

Since Google is one of the world’s leading search engines, ads displayed here can potentially reach billions.

Intent-based Targeting

Users who search on Google often have a specific intent. By targeting keywords related to products or services, businesses can directly reach customers who are in the ‘consideration’ or ‘purchase’ phase of the buying cycle.

Limitations of Traditional Strategies

Competition and Cost

Popular keywords can become expensive due to high competition.

Broad Audience

Even with detailed targeting, there’s always a possibility that the ads might reach users who aren’t interested.

device id targeting
device id targeting

Mobile Device ID Targeting-Based Strategies

With the rise in mobile device usage, advertising strategies have started to leverage unique identifiers from mobile devices, known as Mobile Device IDs. These IDs allow businesses to target users more granularly based on their mobile behaviors.

For instance, if a user visits a shoe store and later browses online for shoes, businesses can display ads of the shoe brands available in the store they visited. This is possible through a combination of geolocation data and browsing behavior linked to the Mobile Device ID.

Strengths of Mobile Device ID Targeting-Based Strategies

Precision Targeting

By understanding where a user physically goes and what they browse for, businesses can craft highly personalized ads.

Consistent User Experience

Since the ads are tailored based on user behavior, they are less likely to seem out of place or irrelevant.

Limitations of Mobile Device ID Targeting-Based Strategies

Privacy Concerns

Users might feel uneasy knowing their physical movements and online behaviors are being tracked.

Platform Dependence

The success of these ads is dependent on the number of apps and platforms that utilize Mobile Device ID for ad targeting.

Cumulative Differences

Targeting Mechanism

Traditional strategies mainly use keyword and demographic-based targeting while Mobile Device ID-based strategies utilize a combination of geolocation and mobile behavior.


Keyword bidding can become expensive, especially for high-demand terms. In contrast, Mobile Device ID-based strategies, being newer, might offer competitive pricing but can vary based on data quality and extent.

User Experience

Traditional ads, if not well-targeted, can disrupt user experience. However, ads based on Mobile Device IDs, being highly personalized, tend to align better with user preferences and behaviors.


Traditional Google Ads have a wider reach due to Google’s dominance in the search market. Mobile Device ID-based strategies might have limited reach depending on the platforms they’re employed on but it’s like fishing in the ocean (traditional) and fishing in a bucket (mobile device IDS).  

For the most part, only large companies with 5-figure plus monthly ad budgets can afford to utilize a mobile device ID strategy, until now.

DMN8 Partners‘ new product, DMN8Boost brings together the best of the traditional Google ads strategy and the best of the Mobile Device ID strategy and makes it available to any company with a $2,000 per month or more Google ads budget.

This allows local businesses to take advantage of technology that before now was cost-prohibitive to utilize.  This technology will improve conversions by 15-25% and reduce ad costs by 10-15% in the first 90 days.

Given the rapid advancements in technology, it’s only a matter of time before more innovations emerge, this is why you need a partner like DMN8 Partners who is willing to test and innovate to bring its customer base the latest advances in digital marketing technology.

Have questions about DMN8 Boost or would like to discuss partnering with DMN8 Partners for your digital marketing needs, please call 859-757-2252, email, or complete this form by clicking Here

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