cross-device targeting
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
The Power Of People-Based Marketing
Q & A with Pete LaFond, vice president, marketing, on people-based marketing — an effective approach to audience targeting and reducing fraud. Q: What is people-based marketing? LaFond: People-based marketing is a data-driven strategy that starts with people—or more specifically, known, verified … Continue reading
DSPs, DMPs And Data Providers: Separate Or Together?
There are fault lines in the lumascape creating a searing divide between data providers, data management platforms (DMPs) and demand-side platforms (DSPs). Data providers have the data and insights, DMPs organize them and DSPs make them actionable. And they all contribute … Continue reading
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
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
