We’ve all had that moment: you walk out of a juice bar and suddenly your phone is offering you 15% off protein powder. Coincidence? Not exactly. Welcome to the mildly creepy yet wildly effective world of mobile device ID targeting.
At The James Agency, our paid media team has an array of data tracking tools that show us how online consumer behavior leads to their next purchase. And hopefully, that data leads to a purchase with your brand!
Let’s break down how marketers are tracking behavior and why it actually works.
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No Name, No Problem: The Algorithm Still Loves You
Sure, your phone knows everywhere you go, what you search and how many times you’ve watched that one cat video. But hey, it doesn’t know your name!
Mobile Device ID targeting relies on a randomized identifier that ties all your digital behavior together without ever asking for your personal information. This means advertisers can get incredibly specific without technically “knowing” you.
According to a report from the Network Advertising Initiative, 95% of advertisers use anonymous identifiers like device IDs to target consumers across platforms. While it sounds like digital voodoo, it’s just persistent and anonymized.
This non-PII (personally identifiable information) approach is what allows brands to follow you from your yoga app to your online shopping cart with uncanny precision. But remember: you’re not a name, you’re a number. A very valuable, trackable number.
We Don’t Know You — We Just Know Everything About You
Advertisers aren’t stalking you, per se — they’re stalking your behavior. Using device IDs, they can track which apps you open, how long you spend on them, and even where your phone sleeps at night (with location permissions, of course).
It’s a little like being followed by a private investigator who only wants to know what brands you like. A 2023 report by eMarketer revealed that behavioral targeting drove over $115 billion in U.S. programmatic ad spending.
It’s not about your name, but about whether you’re the type of person who Googles “gluten-free cake near me” at 2 a.m. These insights let marketers predict and prompt your next purchase, often before you even realize you want something. Creepy? Absolutely. Effective? Also yes.
Wherever You Go, There You Are (And Ads Will Follow)
Geofencing allows brands to target ads to devices that were physically present in specific locations, like coffee shops, concert venues or cosmetic clinics. In fact, 70% of marketers reported better campaign performance when using location data, according to Factual’s Location-Based Marketing Report.
These campaigns are proven to drive foot traffic and purchase intent, especially in retail and quick-service restaurants. No one knows your name, but they do know you were inside a Sephora at 3:12 p.m. on Saturday. It’s like being handed a coupon by a mind reader, who also knows where you parked.
Your Devices Are Talking — and They All Think You Need a Blender
You search for a blender on your phone, and then suddenly blenders follow you onto your smart TV, Spotify playlist and even that random meditation app.
No, your devices aren’t talking behind your back — they’re just using persistent device IDs to serve up ads that “magically” align with your interests. Cross-device targeting has become standard, with over 80% of digital advertisers using some form of it to maintain continuity across screens.
That continuity creates the illusion that the internet knows you intimately, because it kind of does. This “hauntingly relevant” ad experience is what keeps people engaged (and buying), even if they swear they’re immune to marketing. Resistance is futile when your Netflix suggestions and banner ads are conspiring. And somehow, your dog is now wearing a raincoat you didn’t remember ordering.
Want to learn more how to get your brand into the hearts and minds of your digital audience? Reach out to The James Agency, where “creepy” is our middle name, but effective targeting is our game.
Author: Laura Girard is Director of Media at The James Agency, Scottsdale’s woman-led, insights-first marketing agency celebrating 20 years in 2025. To learn more and start your campaign, visit www.thejamesagency.com.
