The terms IDFA, AAID, Cookies, and CTV are all relevant to the data we use in digital advertising, but they operate in different environments and have different functionalities. Here’s an overview of each:
IDFA (Identifier for Advertisers)
What it is: A unique identifier assigned to Apple devices (iPhones, iPads) used for tracking and advertising purposes.
Who controls it: Apple.
How it works: IDFA allows advertisers to track user behavior across apps and deliver personalized ads. However, it does not identify the individual. Users can reset their IDFA or opt out of tracking via Apple's privacy settings.
AAID (Android Advertising ID)
What it is: A unique identifier assigned to Android devices for tracking and advertising, similar to IDFA but for Android.
Who controls it: Google.
How it works: The AAID allows app developers and advertisers to track user interactions across apps, providing a more personalized experience. Users can reset their AAID or opt out of personalized ads via Android settings.
Cookies
What it is: Small files stored in a user’s browser that track their activity on websites.
Who controls it: Websites and third-party tracking pixels, with the user's browser offering some control over cookies.
How it works: Cookies are used to remember user preferences, login information, and track user behavior across websites (especially third-party cookies). There are two main types:
First-party cookies: Set by the website you are visiting directly.
Third-party cookies: Set by external domains to allow cross-site tracking.
CTV (Connected TV)
What it is: Smart TVs or external devices like Roku, Amazon Fire Stick, or Apple TV that allow users to stream video content through an internet connection.
Who controls it: The device manufacturers and app/platform providers.
How it works: Advertisers can target viewers based on the data collected through connected TV devices. Since CTV devices don’t use traditional cookies, they use other mechanisms like device identifiers or IP addresses to target ads.
Key Differences:
IDFA & AAID: Both are mobile device identifiers, specific to Apple and Android ecosystems. They're mainly used in-app for tracking and targeted advertising.
Cookies: Browser-based tracking, primarily on websites, often associated with user browsing activity across different sites.
CTV: Connected TV refers to tracking and advertising within internet-connected television platforms, using device-level identifiers or IPs instead of traditional web cookies.
The takeaway - If you’re advertising a mobile app for Android users, it would be a good idea to exclusively target AAID segments. Use CTV to refine your audience based on household streaming devices, and most campaigns will use cookies to reach an audience based on their website behavior. Use this information to help you decide which data segments are best for your campaign!