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Tracking is the process of retracing and analyzing user behavior.

As Programmatic Advertising has become the standard in online and mobile advertising, the use of tracking technologies has become essential for companies to survive in the digital advertising market. Tracking technologies allow companies to retrace the browsing behavior and behavioral patterns of users in order deliver specific advertisements that are highly relevant to potential customers.

Therefore companies usually create user segments based on different information they have collected through tracking technologies. Depending on how a user is accessing an application or website, different technologies are required to track their behavior:

The Mobile Device ID is used to track user behavior on mobile devices such as smartphones or tablets. It is a unique identifier that allows companies clearly identify a mobile device.

A Cookie is used to track user behavior on desktop computers. It is dropped on a user´s computer when they are are accessing a website and is collecting several user information.

However, tracking not solely refers to the retracing of user behavior. It also refers to the analysis of campaign effectiveness. Given access to informations about the performance of their campaigns, advertisers can evaluate the efficiency of their advertising strategy.