Krux’s co-founders, CEO Tom Chavez and CTO Vivek Vaidya, discuss what the company offers in terms of linking consumers across devices.
This is the eighth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.
In February, AdExchanger spoke with executives from Acxiom, Turn, [x+1] and BlueKai.
Earlier this month, we published interviews with Neustar Aggregate Knowledge, Adobe and Lotame.
AdExchanger: What do Krux’s customers want in terms of cross-device connections, and what can Krux offer?
TOM CHAVEZ: The shorthand we use internally is we call it CDUI: Cross-Device User Identification. We see a lot of our clients push us into this and we’re glad they have because we understand how strategic it is.
Do publishers have different needs than marketers?
VIVEK VAIDYA: The challenges are similar in the sense that marketers also want the ability to target users across devices. The most common use case we see is one of frequency capping. They want a true frequency cap, and not a cookie-based frequency cap. The challenge for marketers is they don’t have access to a data set to train algorithms that will come up with the CDUI intelligence we’re talking about. That’s where the service we provide comes into play for them. We can provide not just a global frequency cap in terms of reaching the same cookie across three different media execution systems; we can reach the same user on three different devices across three different execution systems. That’s the most common use case we see as far as cross-device user identification for marketers.
And then once you put in the framework to do true frequency capping you can start to consider true attribution, true people-based attribution, as opposed to cookie-based attribution across devices. (more…)