We Have Released Cross-Device Audience Management!
The tendency for today’s users to own not just one, but a host of connected devices has opened up a wide range of new business opportunities for marketers, while simultaneously severely compounding their ability to holistically gain control of the proliferated sales funnel. However, with the introduction of our new Cross-Device Audience Management functionality to our Advertiser Edge platform, you will once again be able to gain full control of your marketing spend by gaining a unified view of your users across all of their devices….
The Cookie Has Crumbled
Not too long ago, cookies were an indispensable part of online advertising, helping marketers keep track of users in regards to which ads had been viewed, on which site, in which behavioral segment he or she was part of and so on.
However, with non-cookie supported devices increasingly playing an integral role in the lives of users, the dependency on cookies in regards to gaining useful insights in regards to frequency capping, retargeting, tracking, and all other standard advertising features is steadily losing strength. The rise of non-cookie supported devices has rendered traditional targeting and retargeting relatively tame, with one person owning a Smartphone, Tablet, Laptop, Desktop, and Smart TV being counted by marketers as 5 different users. This fragmentation of users has meant that the industry has needed to adapt and rethink its targeting options, in order to enable marketers to once again effectively connect with their users.
Enter the ID Graph
Our answer to the problem is the ID Graph. An ID Graph is a series of interconnected identities, where all IDs belong to a single consumer. In other words, the ID graph is a united group of any number of separate (device/cookie) IDs that are tied together into a single actionable customer profile. While not killing off cookies totally (as they still work on desktop), Cross-Device Audience Management works as an effective tool to retarget and reach your users across all of their connected devices. This new feature helps you determine which devices belong to the same user, enabling you to connect with these users irrespective of which of their devices they are using. This will help you to measure reach and frequency with far higher precision, gain actionable insights into cross-device conversion attribution and opens up for endless targeting and retargeting options.
Deterministic Data vs Probabilistic Algorithms
In order for us to gain a comprehensive view of users across their screens, we use deterministic data and probabilistic algorithms in order to accurately identify which screens belong to users.
You probably already know deterministic data simply as 1st party data. Deterministic refers to data that can be determined (i.e verified) as true. For example, a user logging in to a webshop will usually need to sign up using identifiable information. Thus, every time the user logs into this webshop, the publisher (website) will be able to use this deterministic data recognize this user with an extremely high degree of certainty.
User A owns a laptop, a tablet and a smartphone. On each of these he is logged on to a certain website across his devices. His logins thereby create a cross device connection (through anonymous hashed login IDs), due to the fact that he is logged onto the same profile from different devices. This data is one-way encrypted and fed into our DMP, from where it can be accessed via our DSP as one and the same user.
The probabilistic method of establishing a user ID across multiple devices is a little more complex than deterministic methods, as it relies on algorithms to analyze thousands of different anonymous data points to create statistical, i.e. probable, matches between these devices. In order to do this we have partnered up with premium cross-device user identification provider Screen6 after a careful selection process. Screen6 uses non-PII (personally identifiable information) to calculate connections between devices based on these variables. In other words, with the help of Screen6’s smart deduplication algorithms, we can create full, nuanced pictures from disparate, incomplete information.
User B owns a laptop and a smartphone. The user works from home in the morning, goes to work, and stops off on the way home to finish off some work in his favorite coffee shop. He does this five times a week. A matching identifier here is his laptop and mobile log on to use the same IPs, browsing the same content. This, and thousands of other data points are compared to finally come up with a link that shows that these devices are owned by the same user.
Data Management Platform: Mix and Match
The deterministic and probabilistic data is fed into our Data Management Platform (DMP), where consumers and the link between their devices are converted into actionable consumer insights. These users are then accessible via our DSP to our clients, who can retarget customers across their devices with relevant ads, targeting users, not devices. However, being fully data agnostic, we can use data from any cross-device data provider should you feel the need.
Amplified Targeting + Enhanced Storytelling
Cross-Device Audience management will enable you to discover, reach, target and retarget your audience, regardless of which device they’re using.
Furthermore, Cross-Device Audience Management enables you to target users on one device while following up on others in order to target the device that is most likely to drive conversions. For example, if a customer uses his desktop browser to search for a certain pair of new jeans, a marketer from the brand in question can ensure that an ad showing this specific pair of jeans when that same customer switches to their mobile device.
We live in a multi-screen world where it is important to understand how activity on one device can drive conversions on another. Without cross-device methods you track devices, not users. This leads to misleading statistics and damaged campaign performance. Cross-Device helps marketers gain control of the attribution process and provides a 360-degree view of the consumer journey and all associated touchpoints. Our Cross-Device Audience Management solution goes well beyond first and last click attribution, by providing actionable insights into how a user’s various touchpoints contribute to an action or conversion. These insights are invaluable in terms of campaign optimization, as marketers will be able to use them to deliver ads on the device that most likely lead to a conversion. In a recent campaign, digital satellite television service Sky Italia used Adform Cross-Device Audience Management and saw a mammoth 78% rise in pre-conversion touchpoints for every conversion measured compared to before using our Cross-Device solution.
Forget Walled Gardens
With Cross-Device Audience Management, we are breaking down the “walled gardens”, as we believe it is detrimental not just to Cross-Device Audience Management, but to the industry as a whole, as it severely inhibits effective Cross-Device activities. Our 100% media agnostic approach benefits agencies, advertisers and publishers alike, creating an effective marketplace for all parties, leaving behind the blind spots that the inadequate Walled Garden approaches create, while providing unprecedented scalability.
Adform Cross-Device Audience Management will enable you to drive conversions across devices, which will open up a world of new retargeting and attribution possibilities, giving you a considerable lift in your campaign performance!
For further info on Cross-Device Audience Management, or any of our other offerings, please contact your local account manager, check out our infographic here, download the OnePager here, the Sky Case Study here, or click here for a FREE demo!