Mobile advertising spend. Cross device targeting for advertiser. Why? How? The cookie challenge on mobile devices. Logged in user data versus Probabilistic matching.

1. 1
CROSS DEVICE
TARGETING
SEPTEMBER 2015
REKA O’CONNELL

2. 2
BACKGROUND
• The advent of cross device
targeting only goes back a
handful of years, to the time
when mobile usage started
picking up pace (~2010-2011)
• Originally was only across
personal devices such as
desktop, laptop, and mobiles
• With increasing connectivity
(Internet of Things) the
possibilities are expanding
rapidly
• Not only is connectivity
increasing, but mobile device
usage continues to be on the
rise…

3. 3
USERS ARE MIGRATING TO MOBILE
DEVICES AT RECORD SPEED
Source: http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299

4. 4Source: http://www.talkingnewmedia.com/2015/03/24/emarketer-forecasts-mobile-ad-spending-will-surpass-desktop-by-2016/

5. 5
WHY HAVE ADVERTISER UPTAKE BEEN
SLOW?
According to a report released by Oracle in July 2015, the four
key challenges when it comes to mobile advertising are:
1. Identification of users across multiple devices
including desktop, smartphones, and tablets because third-
party cookies are not valid or accepted across most mobile
channels
2. Fragmentation of mobile environments as users move
between mobile web and mobile app
3. Lack of standardized performance or success
measurement across environments and devices
4. Confusing new ecosystem of mobile-only players,
including mobile ad networks, mobile data exchanges, and
mobile analytics
Source: https://blogs.oracle.com/marketingcloud/the-4-unique-challenges-of-mobile-marketing-and-mobile-advertising-and-how-to-overcome-them

6. 6
ALL COMES DOWN TO…
Identification of users across multiple devices
including desktop, smartphones, and tablets because third-
party cookies are not valid or accepted across most mobile
channels.
WHY?
Many people browse on mobiles but buy on computers.
HOW…?
Source: https://blogs.oracle.com/marketingcloud/the-4-unique-challenges-of-mobile-marketing-and-mobile-advertising-and-how-to-overcome-them

7. 7
THE COOKIE CHALLENGE
Cookies are the fuel of digital advertising
Not just buyers, but all players in the digital
ecosystem rely on cookies
Such as DSPs, SSPs, Exchanges, Ad networks
While cookies do exist on mobile devices, there
are number of challenges for the ad industry:
1. Default device settings (no cookies)
2. Browsing behaviour that jumps between apps
and websites, thereby breaking the chain
3. In-app cookies are closed ecosystems or
‘walled gardens’ (data is not shared between
apps, browsers, and device)
4. Browser settings (if the user is not logged in,
many browsers reset for each new session)

8. 8
COOKIES ARE SO YESTERDAY…

9. 9
The industry needs to shift
from a
device approach
to an
identity approach

10. 10
WHAT IS CROSS DEVICE TARGETING?
“A coordinated and strategic
approach to identifying and
messaging individuals across
multiple digital screens.”
(eMarketer)
Source: http://www.slideshare.net/eMarketerInc/emarketer-webinar-crossdevice-targetingthe-challenges-and-nearterm-possibilities

11. 11
THE CURRENT STATE OF CROSS DEVICE
TARGETING
Due to the cookie challenges, the currently accepted tracking
methods are:
1. logged-in user data, and
2. probabilistic matching
1. Logged-in user data
• More accurate near perfect precision
• More problematic (PII)
• Needs scale
• Reserved for the ‘Big guys’ eg.
Facebook, Twitter, Google, Apple
• User has to be logged in continuously
• User data is specific to platform
• Desktop usage is in decline
2. Probabilistic matching
• Algorithmic analysis of anonymous
datapoints at scale
• Creates statistical matches (‘likely’)
• Needs scale
• Not an exact match, accuracy
ranges between 70-90%
• Accuracy gets better with time
• Offered by DMPs

12. 12
WHO CAN HELP?
Drawbridge
1.2 billion consumers are connected
to 3.6billion devices
TAPAD
91.2% data accuracy confirmed by
Nielsen