“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Evan Schwartz, CEO at ActionX.
Brands are paying closer attention to the benefits of broadening their mobile-only campaigns to include multiple consumer devices.
This shift in strategy reflects a growing demand to connect with busy consumers at every step of the path to purchase. The trick is how to trace consumers back to all of their devices to deliver a unified and customized marketing message that resonates with each customer.
Speculation abounds about which tech giant will crack the code and map each consumer to each device first. Given the incredible amount of granular cross-screen consumer data at their disposal, Facebook, Apple, Google and Twitter are the usual suspects. But tech startups and established ad networks are also working to match devices and owners through probabilistic algorithms.