Human Demand, a mobile demand-side platform (DSP), has announced plans to decouple the mobile data from its data management platform (DMP), called AppAudience.
In the simplest terms, this means Human Demand is taking its mobile data and making it available to anyone in the industry, including supply-side platforms, exchanges, networks and even other DSPs, according to Keith Petri, the company’s SVP of strategic partnerships.
It’s an interesting move, and will probably be a welcome one. For starters, it is the first serious volley in the battle to protect mobile advertising by untangling advertising from thorny issues of privacy.
Human Demand houses data from all apps on both iOS and Android devices.
The company claims that match rates when using Device ID are around 20 percent, which is why it invested the past 18 months of development in AppAudience’s data layer which doesn’t rely on Device ID.
“Other datasets are hindered by match rates to Device ID pools,” Petri said.
The other advantage of not using Device ID — which links individual consumers to their devices — is that Human Demand can pitch its datasets as privacy friendly.
To learn more about Human Demand and what the company is up to today, check them out at their official online homestead here.