Are some marketers approaching cross-device backward?
Tom Laband, CEO and co-founder of mobile data marketplace adsquare, thinks so.
“We see many advertisers start with cookie-derived data and bridge that to mobile IDs using cross-device vendors – and to me, that doesn’t make sense,” Laband said Thursday at a company event in New York City.
Device IDs, like IDFA on iOS and Android’s advertising ID, are persistent and often used as the connective tissue to link customer activity and identifiers across devices and channels.
“These are way more persistent than a cookie ID,” Laband said.
But scale is always an issue, and in order to get there, onboarders and cross-device providers are increasingly turning to probabilistic methods to pump up their reach.
“What’s happening now is that [marketers are] taking a desktop cookie and probabilistically connecting it to a mobile user,” said Kathleen Comer, GM of client services at The Trade Desk.
Even if they’re using a cross-device vendor like Tapad, Drawbridge or Oracle’s Crosswise to make the match between a cookie and device ID, the audience that’s being created is essentially a lookalike audience, rather than a one-to-one match to a device ID.
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