Cross-Device Targeting: A Key Business Differentiator


Multi-device usage in Asia-Pacific continues to grow. Today’s typical consumer uses an average of three to four devices and several browsers on a daily basis. This shouldn’t be news to marketers and advertisers; however, a large percentage still do not have cross-device technologies in place to maximize the efficiency and effectiveness of their digital marketing initiatives.

Marketers and advertisers can’t afford to be in the dark when it comes to the details of their customer’s journey, making the implementation of cross-device tracking crucial to success. Cross-device marketing allows marketers and advertisers to deliver brand messages to specific consumers at the right time, in the right format, on the right device.

3 Components To Demystifying Cross-Device Marketing

1. Aliases

Aliases are the building blocks of a campaign in determining a holistic view of an individual user. An alias is a “user identifier” determined from data sets such as segment data, first and third party data and opt-out data. Examples of these include cookies and device IDs.

2. Links

When two aliases are bound together, they become a link. There are two kinds of links that can connect aliases, and thus, help a marketer or advertiser identify a specific user:

  • Deterministic, where there is 100% probability of the device being associated with a specific user.
  • Probabilistic, where there is a percent of likelihood of a link between a device and a specific user.

3. Data Controls

Cross-device marketing allows marketers and advertisers to more easily target the users who matter most for their campaigns. It offers the ability to choose different targeting policies across a campaign while ensuring brand safety to deploy controls across various geographic locations.

Key Business Differentiators

To truly understand your customer’s journey and experience, you must look beyond the content or media consumed by an individual. That is only part of the picture. The broader view incorporates the device that was used to consume those materials. Without cross-device tracking, your view into the customer journey is incomplete.

Implementing a cross-device marketing strategy will ensure delivery of targeted, consistent messaging to your audience while also providing the following key benefits for your business:

Increased Customer Journey Insights

Cross-device targeting allows brands to reach consumers not only where they are, but also in the moment when they are most likely to make a purchase. It provides marketers with a wealth of data and insights, helping them understand today’s consumer behavior with more clarity.

This knowledge allows marketers and advertisers to develop campaigns that have a much better chance of engaging prospective customers when they are both likely and ready to engage with your brand. This, in turn, creates a more relevant experience for consumers as they move between devices.

Organized Client Profiles With Customer Segmentation Based On Individual Channels

Imagine a world where you can ensure reduction of lost and wasted impressions with optimized advertising.  Data provides marketers with an extraordinary opportunity to understand and engage customers, but disparate sources are only meaningful when considered in relation to one another. This is where cross-device technology comes into play to help marketers identify individuals and build audience profiles in line with your marketing and sales objectives at a larger scale with higher precision.

Leveraging Online Customer Behavior to Push Offline Sales Activity

Targeted advertising can drive online customers offline and into brick and mortar stores for specific purchases or other in-store offers. In this multi-channel consumer world, the modern marketer needs to have one foot online and one foot offline to better connect with prospective customers and their lives, which exist both on and offline.

There is no advantage to limiting your tactics. By actively spreading your time and marketing budget across activities in both the online and offline realms, you will be able to increase the number of prospective consumers in your marketing funnel. This allows you to position yourself for an increase in sales as you become more aligned with today’s multi-faceted consumer.

The Future Is Here

Cross-device will continue to be hugely important to marketers and advertisers as technology advances. Work closely with your technology partners to define key metrics and track the success of your campaign. Adjust where necessary to stay aligned with your overall marketing goals. This is a trend that will only continue to grow and should be included into every facet of your marketing strategy.

Incorporating cross-device user identification has become a necessity for nearly every business. Be smart and learn how to control and activate data using cross-device technology for increased customer outreach programs.


Interested in learning more about our cross-device targeting technology? Watch this video or contact us for more information.