Prices rise tomorrow. Last chance for best rate.
Cross-device engagement is on the rise. Verizon reported an 800% surge in data usage during the Super Bowl, and Forrester predicts ecommerce growth of six times the current rate by 2017. Most tellingly, 84% of consumers use a smart device while watching TV. The key to good advertising is measuring its effectiveness, but the upsurge in mobile is making effectiveness difficult to track.
Drawbridge’s Rich Johnson discussed viable solutions for pairing or bridging devices at last month’s Digiday Agency Summit. While some tactics involve fingerprinting or using login data, Drawbridge’s approach is to capture a device’s unique ID, using it to associate multiple devices with a single user and attribute results to the proper point of access (desktop, mobile, etc.).
The role of the vendor in a cross-device world is not just to serve ads, but also to measure their results. The keys to doing so are appropriate scale and enough signals to accurately decipher the statistical and sociological patterns leading to attribution.
See full video of his talk below:
Tech Talk with Drawbridge: Cross-Device: How is it Applied Today? from Digiday on Vimeo.
Image via Shutterstock
More from Digiday
Ad Tech Briefing: Corporate America finally buys into soccer as a mainstream sport; shadier elements of the ad industry are obliging
This Ad Tech Briefing covers the latest in ad tech and platforms for Digiday+ members and is distributed over email every Tuesday at 10 a.m. ET. More from the series → The FIFA World Cup 2026, co-hosted across North America for the first time, has spelled out what some in U.S. media circles have known […]
“Brands recognize the cultural dominance of podcasts”: global podcaster Mel Robbins talks AI, ad budgets and audience ownership
The global podcaster sat down with Digiday during her first-ever Cannes Lions — an event she now knows holds real value.
Dollar Shave Club’s bet: AI makes agencies optional, not obsolete
Dollar Shave Club makes 90% of its advertising in-house. AI is coming for the other 10%.