For years, the cookie served as the universal online advertising identifier, enabling buyers, sellers and third-party go-betweens to effectively recognize and reach individuals. But today, as non-web-based digital activities on mobile phones and apps, connected TVs, wearables, connected cars and other IP-enabled devices continue to compose an increasing portion of consumers’ digital media footprints, the cookie’s utility is waning. Yet the need for a universal identifier has never been greater.
Marketers’ interest in cross-device ad targeting is clear. In a January 2014 survey of US agency media professionals conducted by research firm Bovitz on behalf of digital marketing personalization firm Conversant, the greatest number of respondents (70%) cited cross-device advertising as the digital advertising topic they wanted to know more about.
An April 2014 survey, conducted by Forrester Consulting and commissioned by demand-side platform (DSP) Simpli.fi, found 53% of US advertising and publishing decision-makers were already selling full cross-platform integrated programs. Significant numbers of respondents also said they sold cross-device advertising capabilities between pairs of screens, such as phones and tablets or desktop and video. Read the rest at eMarketer.