ActionX Rolls Out ‘Crossfire’ Multiscreen Retargeting

Evan-Schwartz_Action-XMobile app retargeting firm ActionX is the latest company with a solution to help retailers target consumers across screens.

ActionX’s Crossfire technology uses a set of pixels on a retailer’s app or website to track customers logged in to the site across a mobile device and desktop PC.

“[Customers] roll up their cross-screen data and feed it to us for retargeting,” explained CEO Evan Schwartz. “As long as someone is logged in, we can take that non-PII ID that the retailer has and then we’ll combine it with cookies or device IDs and retarget across screens.”

If a consumer, for example, looked at a pair of shoes on a retailer’s app without making a purchase, ActionX can apply data from Crossfire to an impression bid and serve an ad for those shoes to the same consumer on his or her tablet or laptop.

ActionX also offers frequency capping and other capabilities to help retailers avoid the mistake of showing consumers the same item months after having purchased it, Schwartz added.

The mobile commerce space has become increasingly crowded and ActionX competes against numerous startups, including TapCommerce, AdRoll, TapSense and MyThings, as well as data giants like Google, Facebook and Twitter.

The company’s client roster includes Hearst magazines, Forbes and JackThreads, but Schwartz declined to name the clients who have tested Crossfire.

ActionX was founded by former Thumbplay execs in 2012 and initially focused on driving app downloads before pivoting to retargeting. Based in New York City, ActionX raised $3 million in Series A funding from investors like SoftBank Capital, Verizon Ventures and Lerer Ventures last September. It has raised approximately $5 million.

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  1. How could this possibly be scalable? Targeting a user on multiple screens while logged into an app is nothing special. Targeting that user when they are not logged in is where the big opportunity is. I am also interested to hear how they hash any PII associated with the registered user.