A Marketer’s Guide To Cross-Device Identity
A Marketer’s Guide To Cross-Device Identity
By Allison Schiff
As device fragmentation increases, so has the industry’s adoption of cross-device technology.
“We were talking about the cookie – now we’re talking about cross-device,” said Brian Anderson, a partner at LUMA Partners, speaking at AdExchanger’s Industry Preview event in January. “[Cross-device] is a critical component in the marketplace in order to provide mass personalization.”
It might be folly to call 2016 the “year of cross-device.” As Mike Juhas, senior director of sales at CPXi-owned AdReady, noted, “The bottom line is that cross-device strategy should be an integral part of any scalable campaign and not be considered this year’s hot new thing.”
