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CROSS DEVICE TARGETING

SEPTEMBER 2015REKA O’CONNELL

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BACKGROUND• The advent of cross device

targeting only goes back a handful of years, to the time when mobile usage started picking up pace (~2010-2011)

• Originally was only across personal devices such as desktop, laptop, and mobiles

• With increasing connectivity (Internet of Things) the possibilities are expanding rapidly

• Not only is connectivity increasing, but mobile device usage continues to be on the rise…

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USERS ARE MIGRATING TO MOBILE DEVICES AT RECORD SPEED

Source: http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299

4Source: http://www.talkingnewmedia.com/2015/03/24/emarketer-forecasts-mobile-ad-spending-will-surpass-desktop-by-2016/

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WHY HAVE ADVERTISER UPTAKE BEEN SLOW?According to a report released by Oracle in July 2015, the four key challenges when it comes to mobile advertising are:

1. Identification of users across multiple devices including desktop, smartphones, and tablets because third-party cookies are not valid or accepted across most mobile channels

2. Fragmentation of mobile environments as users move between mobile web and mobile app

3. Lack of standardized performance or success measurement across environments and devices

4. Confusing new ecosystem of mobile-only players, including mobile ad networks, mobile data exchanges, and mobile analytics

Source: https://blogs.oracle.com/marketingcloud/the-4-unique-challenges-of-mobile-marketing-and-mobile-advertising-and-how-to-overcome-them

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ALL COMES DOWN TO…

Identification of users across multiple devices including desktop, smartphones, and tablets because third-

party cookies are not valid or accepted across most mobile

channels.

WHY?

Many people browse on mobiles but buy on computers.

HOW…?

Source: https://blogs.oracle.com/marketingcloud/the-4-unique-challenges-of-mobile-marketing-and-mobile-advertising-and-how-to-overcome-them

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THE COOKIE CHALLENGECookies are the fuel of digital advertisingNot just buyers, but all players in the digital ecosystem rely on cookiesSuch as DSPs, SSPs, Exchanges, Ad networksWhile cookies do exist on mobile devices, there are number of challenges for the ad industry:

1. Default device settings (no cookies)2. Browsing behaviour that jumps between apps

and websites, thereby breaking the chain3. In-app cookies are closed ecosystems or

‘walled gardens’ (data is not shared between apps, browsers, and device)

4. Browser settings (if the user is not logged in, many browsers reset for each new session)

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COOKIES ARE SO YESTERDAY…

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The industry needs to shift from a

device approach to an

identity approach

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WHAT IS CROSS DEVICE TARGETING?

“A coordinated and strategic approach to identifying and

messaging individuals across multiple digital screens.”

(eMarketer)

Source: http://www.slideshare.net/eMarketerInc/emarketer-webinar-crossdevice-targetingthe-challenges-and-nearterm-possibilities

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THE CURRENT STATE OF CROSS DEVICE TARGETINGDue to the cookie challenges, the currently accepted tracking methods are:

1. logged-in user data, and2. probabilistic matching

1. Logged-in user data• More accurate near perfect

precision• More problematic (PII)• Needs scale• Reserved for the ‘Big guys’ eg.

Facebook, Twitter, Google, Apple• User has to be logged in

continuously• User data is specific to platform• Desktop usage is in decline

2. Probabilistic matching• Algorithmic analysis of

anonymous datapoints at scale• Creates statistical matches

(‘likely’)• Needs scale• Not an exact match, accuracy

ranges between 70-90%• Accuracy gets better with time• Offered by DMPs

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WHO CAN HELP?Drawbridge1.2 billion consumers are connected to 3.6billion devices

TAPAD91.2% data accuracy confirmed by Nielsen