Cross-Device Targeting

Advertisers Need More Interoperable Scenery Outside the Walled Gardens

In today’s multi-screen and platform ecosystem, marketers must be able to understand and engage consumers across channels and devices, which is increasingly challenging in a world of walled gardens. The majority of marketers cite lack of knowledge and cross-channel data … Continue reading

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The Future of Addressability Across Channels

Addressability (reaching specific members of a broader audience) is improving, but it’s not yet in the place most marketers want it to be. Here’s what’s likely to happen with addressability during 2018, and beyond: Addressability within platforms Many people have … Continue reading

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It’s in the Data: Making Attribution’s Future Less Hazy

The (increasing) number of devices, channels, platforms and solution vendors complicates attribution’s future every day. Aside from this labyrinth, attribution’s fate is implicated in how these technologies use data and speak to each other. Marketers have made it clear that … Continue reading

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Meeting The 3 Challenges Of Cross-Device Targeting

Q & A with Pete LaFond, vice president, marketing, on cross-device targeting. Q: Why is cross-device targeting so important for marketers today?  A: There are really three key reasons. The first is that consumers are living cross-device lives. In order to maximize … Continue reading

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Attribution Needs To Walk Before It Runs

Today, most trackable human behavior occurs online in a digital context. Much of this data may be the raw material used in an attribution model. Using cookies or device IDs, brands can market directly to a single consumer, targeting their … Continue reading

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Cross-Channel Marketing: Are We There Yet?

In 2014, cross-device targeting demand increased significantly in the marketplace. Marketers and publishers called for cross-device solutions, and solution providers claimed to offer them. However, the available solutions did not play well together, further complicating marketers’ ability to target the same users across … Continue reading

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Don’t Wait Around For A Universal ID

For more than a decade, the cookie was a more or less universal way to track users across the Internet. Faced with today’s multidevice world, we are witnessing a veritable arms race in cross-device tracking as marketers yearn for the … Continue reading

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Conquering the Middle Funnel Requires a New Approach to Digital Marketing

The entire premise around mid-funnel marketing is to influence users to learn more about your brand, to educate them and motivate them to take action. But unless you are targeting the right people—those who look like your existing, best customers—the … Continue reading

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