4 Platforms That Will Strengthen Your Cross-Device Marketing

By Ashlee Dixon, January 31, 2017

Capturing your target audience’s attention isn’t easy. Today’s consumers aren’t married to just one device. Oftentimes marketers feel a lot like this litter of kittens trying to keep up (and get attention).


Source: Giphy

Fortunately, we’ve got the solution to your problem: cross-device marketing.  

Cross-device marketing enables you to reach your audience across multiple devices. From desktop to smartphone to tablet, your ads will follow your audience.

To make sure your cross-device marketing gets off to a good start, make sure you’re using a solid platform to deliver your ads. Although Google still hasn’t launched their cross-device identification tool just yet, we’ve put together a list of other platforms you may find helpful, too.

1. Tapad

Tapad’s patented Device Graph uses algorithms and trillions of data points to pin down which devices are connected to a user and are affiliated with each other. The device currently has a 91.2% accuracy rate. Not bad.


Source: Tapad

As we all know, privacy is a huge conflict of interest in the Internet of Things (IoT). Tapad addresses this issue by giving consumers notifications and the option to opt-out of behavioral ads, transparency, and their personal data being used online.

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In addition to traditional targeting (e.g. smartphones, tablets, desktop), Tapad also targets smart TVs, too.

2. Adbrain

Like other ID maps, Adbrain obtains daily identifiers and links them to a specific individual. Compared to Tapad, their accuracy rate is up slightly higher at 95%.


Source: Adbrain

Employing Adbrain is pretty simple. All you need to worry about is adding an Adbrain pixel to your website or set up a mobile postback. Once added, it will begin to track the identifiers and connect them to the same user.

One way Adbrain differs from other cross-device identification tools is it allows you to do some of the work, too (which may not be ideal for everyone). After their machine creates a customer ID map, you can also create your own personalized customer ID map that can be integrated into your already existing tools.

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Like Tapad, security is also on their list of priorities. As a member of the DAA and EDAA user transparency and control mechanisms, they vouch to never identify specific individuals or collect personal and unnecessary data.

3. Drawbridge

Drawbridge lists their device as 97.3% precise. Pretty high, right? They’re able to increase their accuracy by creating partnerships with major mobile and desktop ad exchanges and networks plus publishers who provide supplemental user segments.


Source: Drawbridge

Drawbridge’s Connected Consumer Graph works by observing patterns, demographics, interests, and other relevant information to connect users to device ownership. The greatest part: there’s a tool for everyone. Depending on your goal, they offer engagement through devices, individual consumers, all the way to consumers associated with households.

And for those who want to really optimize their retargeting, they even offer cross-device frequency capping. But wait, the purrrfect part about Drawbridge might be their 60-day free trial.

4. Oracle and Crosswise

In 2016, Oracle bought out Crosswise. Together they created an even more intelligent cross-device identification tool: a probabilistic Device Map.


Source: Crosswise

Like other device maps, the data collected doesn’t include anything that can be classified as personally identifiable (e.g. full name, SSN). However, it does include IP addresses, WiFi networks, GPS coordinates, recent websites browsed, ads displayed, time of day, the list goes on.

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One unique trait is their refusal to list a specific number for accuracy or precision. Although you can’t compare their performance to the other cross-device tools, it could be the better option. Can one number truly sum up each device map’s overall performance? When you consider all the outside factors for each individual company, this claim sounds fairly accurate.

The company is so confident in their tool, they’re offering a free 30-day trial.


kitten and mouse.gif

Source: Giphy

So, you’ve had a small briefing on four cross-device tools. Did one pop-out to you like the mouse for this kitten? If not, take some time to get your claws into them and see which could be the best scratching post for your cross-device marketing campaign.

Don’t forget, some offer free trials. Can you really go wrong with free?

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Ashlee Dixon

Ashlee Dixon

Ashlee is the former Content Writer and Digital Specialist for eZanga and its ad fraud management platform, Anura. She is a graduate of the University of Delaware, where she earned a bachelor’s degree in English. On weekends, you can usually find her curled up next to her cat and watching Netflix with a glass of wine in hand. More Articles by Ashlee Dixon