At one time, shoppers’ online behavior consisted mostly of clicks on a website displayed on a PC. However, internet browsing habits have rapidly evolved to become increasingly multi-device in recent years.
Today’s shopper uses a laptop, a tablet and a smartphone. It’s getting more and more unusual for a shopper’s decision-making process to involve just one device and one online touch point. This means there’s a growing need for advertisers to have an effective cross-device strategy, pinpointing the advertising mix that works best for them.
Most existing cross-device marketing solutions identify users with a “best guess” approach, but this doesn’t provide highly accurate results. An exact match solution—which, for example, can identify that a person who saw the ad on a tablet, is the same person who made the purchase using a laptop later that day—is critical to cross-device marketing success.
Criteo commissioned Ad Age to produce this data-rich report, which examines the fast-growing cross-device usage trend, the challenges and opportunities it presents to advertisers, and what they can do to start planning for cross-device advertising campaigns.
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Ready to embrace the next big opportunity in mobile marketing? Download this valuable report today.Download PDF