Inarguably, the biggest shift that both buyers and sellers must first undergo before making cross-device targeting a reality is to move from sole reliance on the cookie to some other identification tag capable of recognizing an individual across all digital screens, operating systems and browsers. In the absence of such technology, cross-device ad targeting just won’t work.
But accessing and applying that technology at scale can prove challenging, further complicating advertisers’ ability to track and target audiences across screens. In a Q2 2014 survey of US agency professionals conducted by digital display ad platform Jivox, more than half of respondents (54%) cited audience tracking and targeting as the biggest impediments to multiscreen advertising. Read the rest at eMarketer.