Mobile is obviously doing well, but marketers are finding that consumers’ use of it can be confounding. Top on the list: cross-device. For example, it is impossible to tell how many users saw the selfie heard ’round the world — the Oscar photo of Ellen DeGeneres and her very attractive friends. However many they were, we do know they viewed it across 37 million devices.
Research shows that 80 percent of consumers are using their mobile devices while watching television. Fifty-six percent use multiple devices at the same time, and 90 percent of these people are switching screens to complete a transaction. Combined with mobile’s cookieless curse, it’s easy to see why it can be hard to link consumer behavior across devices.
Drawbridge discussed its solution to this problem at last week’s Digiday Brand Summit. With the use of device IDs, it has been successful in pairing over 1 billion devices to 400 million unique users.
See Drawbridge’s full talk below:
DBS Tech Talk with Drawbridge from Digiday on Vimeo.
Image via Shutterstock
More from Digiday
Meta’s Threads ads arrive fast, but advertisers move at their own pace
Threads ads are here, and so is the predictable wave of testing.
Privacy fatigue is setting in after Google’s cookie U-turn. But the search for alternatives hasn’t stopped
Third-party cookies are still widespread but they’re no longer foundational. The shift is already underway, it’s just no longer waiting on Chrome.
As Patreon and Substack enter the mix, the livestreaming landscape is dividing creators
Platforms’ livestreaming push has highlighted an underlying divide in the community of livestreaming creators.