Content & Experience, Customer Data Platform, Optimization, Personalization & Testing

Importance of Cross-Device Identification and its Use in Marketing

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Every marketer should use cross-device identification (XDID) technologies in their business. It is currently a necessary crucial marketing technology to watch out. According to Gartner, “Make 2018 the year you graduate from cookies to XDID. Marketing leaders turn to XDID for sophisticated ad targeting, personalization and measurement capabilities as means to counter the mounting pressure to deliver consistent, sequential experiences across channels.”

What Is Cross-Device Identification?
According to Rachel Curasi, senior media planner/buyer for R2i, cross-device identification (XDID) technologies enable marketers to target consumers across all devices and platforms. With the help of this technology, marketers can now match laptop, tablet, smart TV and smartphones to a specific client. It helps marketers to track the use of these electronic gadgets to navigate between websites, public portals, and social channels by the consumers.

Use of Cross-Device ID Tech Replace HTTP Cookies
Karolina Matuszewska of Piwik PRO suggested cookies can track online desktop users, however, on smartphones and tablets the cookies have to be reset. They are not made for multi-device platform. Kurt Hawks, SVP of cross-device and video at Conversant said, “True cross-device identification can only take place when marketers have a complete view of their customers.” Hawks added, “That means creating rich customer profiles that grow with customers over time — which cookies do not enable — and is a very difficult task when not collecting or using (personally identifiable information).”

How Does XDID Typically Help the MarTech Stack?
XDID technologies fit into the data management platforms (DMP) space of MarTech platform. There are several examples to support it. Oracle Data Management Platform Audience Builder, OneView identity and data management platform are perfect examples of the use of XDID technologies in MarTech stack. Adobe presents its Device Co-op Documentation program to process device-link data to configure device clusters. Recently, Krux has devised Salesforce Data Management Platform to develop profiles of users which spans browsers and devices. Scott Brinker, vice president of platform ecosystem at HubSpot suggested customer data platforms (CDPs) are propelling towards cross-device understanding. However, many of them are yet to match across anonymous device touchpoints.

So, this was, in brief, a synopsis of the use of cross-device identification (XDID) technologies in MarTech platform.

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