I’d be shocked if you haven’t heard about cross-device targeting in the past year. But what is it really? How can it help your campaigns? Let’s take a crash course on this hot topic.
What is cross-device targeting?
Everyone accesses media on more than one device, whether it’s through their computer, their tablet, or their cell phone. These are just a few examples. Cookies are great for desktops, but not so much for mobile devices or in-app. Cross-device targeting wants to bridge the gap and allow marketers to reach the same consumer on all of their devices. These are called “matches.”
There are two types of matches you can make: deterministic and probabilistic.
Deterministic matching uses personally identifiable information to create matches, such as an email address you use to login to different apps and/or websites. Using this identifier allows marketers to match and target the same person almost precisely, across all of their devices.
Probabilistic matching uses an algorithm that analyzes thousands of data points, to create “likely” matches between devices. For example, it may start with your geographical location or the WiFi network all your devices log into, and make a probable match that you are the same person in the same location on the same network on all of these devices. This matching is not as exact as the deterministic method and varies between vendors.
How can I leverage cross-device targeting to reach my target audience?
At AdCellerant, we offer both cross-device audience extension and cross-device conversion attribution. With these targeting capabilities using probabilistic and deterministic matching, we can create over 100 million matches!
Cross-device audience extension is a must for mobile only conversion based campaigns. You can now target your specific audience on all of their devices instead of per device. Using traditional segment targeting (such as behavioral) relies on cookies placed per browser/device and thus only shows ads to people with that cookie. But what if I want to reach that same person on their mobile device? I would use cross-device audience extension to create that match. Now I can reach my target on all their devices.
Cross-device conversion attribution can be used on any conversion based campaign to help increase your conversion rate. By matching a user’s devices, you can now track conversions from people who saw your ad on desktop and then later visiting your website on one of their other devices.
Cross-device targeting is powerful new tool that can be utilizing on almost any campaign! We are constantly learning about everything this product can accomplish. Now you’ve learned the basics, make sure to apply it to your next campaign to increase reach and, in turn, impact conversion.