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.
One comment
Andy Monahan
February 1, 2016 at 2:45 pm
This is great information. I wondered related to the statement: “Standalone ID management solutions are potentially very costly and introduce additional latency and loss…” What is meant by loss, and how is this exacerbated by cross-device or standalone ID?
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