We spoke to eMarketer for their latest Cross-Device Targeting roundup, highlighting some of the challenges presented by deterministic methods of device identification and tracking.
As operating systems evolve and consumers take more control, advertisers need to adapt. “We estimate 20% of all iOS users now will drop out of sharing device IDs. So if you’re just using logged in methodologies and relying on the device ID, you have huge blind spots. We believe that a combination of deterministic and probabilistic identification is the most critical thing, and we believe organizations like the MRC [Media Rating Council] should be at the center of creating audit standards for this new technology.”
According to eMarketer, 57.6% of US digital marketing and media professionals expected cross-channel measurement and attribution to occupy their time this year. In spite of this, only 48% of marketers say their company has the capability to understand cross-channel buying journeys.
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And for the full report, visit www.emarketer.com