Cross-device targeting has been a hot topic in advertising for the past few years. Marketers embrace a more holistic audience view and want to target, measure or engage a single person across all their digital devices. The reason for this attention is the increase in the number of consumers who use multiple devices at the same time.
According to a March 2016 survey by Econsultancy, 75% of marketers in North America mentioned “matching customers across multiple devices” as digital priority. Only 14% of the marketers in the same survey said that their company can handle such matching, indicating a gap of 60 pts between digital priority vs capability.
In a world of rapidly increasing multi-screen usage, 360-degree view of the consumer has become crucial for effective marketing. Marketers want to be in touch at key points on the customer journey. In order to do this, they must be able to map people across their devices. For example, a consumer can make product search from his/her tablet, then makes the purchase from his/her laptop and makes no action for that product from his/her smartphone. If there is no cross-device targeting identification capability; these three devices will be treated as three different users and digital marketers will target three different users with different digital marketing strategies. They may recommend the same product that the consumer already purchased from laptop which will lead to inefficient campaign management.
So, cross-device identity management is at the core of data-driven advertising. Most digital marketing companies take the data they have and use an algorithm to map users. The advertising companies that are strong in data-driven advertising will have a competitive advantage in this process.