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»cross-device attribution

DMA Wants To Help Demystify Identity With Cross-Industry Council

Marketers know they need to wise up on cross-channel identity and attribution technology. But it’s hard to know how to approach the vendor landscape when it feels like the entire LUMAscape is blowing up your inbox every morning. “’Barbarians at the gate’ is an apt analogy – sometimes, that’s how it feels,” said Simon Shulman,... Continue reading »
by Allison Schiff // June 21st, 2017 //
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Advertising Week: Taking Measure Of Cross-Device Measurement

There’s nothing sexier than measurement. Well, that’s not true. But it was certainly a hot topic during Advertising Week. Google made cross-device announcements, Nielsen waxed poetic about the future of measurement, Facebook got reprimanded by the industry for mistakenly exaggerating its average view times for video and Tapad rolled out a new time-based metric. The... Continue reading »
by Allison Schiff // September 29th, 2016 //
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Hotels.com Turns To Tapad To Take A Vacation From The Walled Gardens

Advertising on Facebook and Google is a foregone conclusion for most brands. Hotel booking site Hotels.com does, of course. But it was also looking for an alternative. “There is bias in the walled gardens,” said Helen Cameron-Heslop, senior manager of ecommerce analytics at Expedia's Hotels.com brand. On Wednesday, Hotels.com announced a year-long partnership with cross-device... Continue reading »
by Allison Schiff // September 14th, 2016 //
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Cross-Device Measurement Steals The Show At Ringling Bros. Circus

For Ringling Bros. and Barnum & Bailey Circus, mobile is no longer a sideshow – it’s the main attraction. Roughly 65% of its website traffic comes via mobile devices. But attributing mobile’s impact on ticket sales was no small feat. “The customer journey has become multitouch,” said Sam Gomez, VP of digital marketing at Feld Entertainment,... Continue reading »
by Allison Schiff // March 24th, 2016 //
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Oracle Partners With Tapad – Because Probabilistic Vs. Deterministic Data Isn’t An And/Or Sort Of Thing

Which is better – deterministic data or probabilistic data? It’s a trick question because the answer is “both.” Even Google – whose first-party cross-device logged in user base likely trumps anything anyone other than Facebook could muster deterministically – uses a combination of logged-in user data and statistical matching. With privacy in mind, Google’s recently... Continue reading »
by Allison Schiff // October 15th, 2015 //
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Drawbridge Goes Deeper On Attribution, Adds Multitouch Reporting

Drawbridge has measurement on the mind. The probabilistic cross-device platform rolled out new reporting functionality Tuesday designed to peel away a few more layers of the attribution onion, including reporting around multitouch and cross-device path to conversion. Rather than giving each ad equal weight, Drawbridge is instituting time-weighted attribution on a sliding scale, in which... Continue reading »
by Allison Schiff // August 18th, 2015 //
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Kochava Attempts To Crack The Cross-Device Attribution Code

As if cross-device wasn’t complicated enough, there’s another wrinkle to consider – shared apps. That’s one of the problems mobile analytics company Kochava is looking to tackle with Wednesday’s launch of Audience Attribution, a toolset aimed at identifying incremental attribution lift at the household level. Existing Kochava customer Priceline and others, including a well-known subscription... Continue reading »
by Allison Schiff // July 1st, 2015 //
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