How to identify consumers across devices

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

https://digiday.com/?p=74240

More from Digiday

Digiday+ Research deep dive: Agency spending on TikTok sees a sharp decline

Agency marketers have historically been more skeptical toward TikTok than their brand marketer counterparts, and a Digiday+ Research survey found that agency spending on TikTok has fallen sharply in the last few months.

CNC Agency creates innovation lab to connect AI, experiential content to the physical world

Experiential agency Coffee ‘n Clothes, or CNC Agency recently launched an innovation division focusing on artificial intelligence, augmented reality and other immersive content as it aims to combine creative and tech strategies with new types of physical offerings.

How The New York Times is using visuals to boost podcast discovery and grow listenership

To grow podcast listenership and help people discover new shows, The New York Times is experimenting with visuals on platforms like YouTube and its own audio app this year.