Your Cross-Device Identification Questions Answered

February 1, 2016 — by Louise Quan

With almost three-quarters (72%) of the UK’s digital population using multiple devices online and switching between smartphones, tablets, laptops and connected TVs, cookies are unable to track a unique user’s movements between these various platforms with just one ID, instead creating several (per device, per switch).

So how can brands identify an individual user across all devices and platforms to fully understand the consumer journey?

In an article for Fourth Source, Anna Grodecka-Grad, Director of Programmatic Strategy and Optimisation at MediaMath, addresses the solution – cross-device identification – and explains how it works and how marketers can use it to their advantage.

Read the full article.