Listen In: A Conversation About Cross-Device Targeting with Lauren Fisher - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Listen In: A Conversation About Cross-Device Targeting with Lauren Fisher

Marketers have a ways to go

January 20, 2017 | Marketing

Here's some good news about cross-device targeting: Most marketers are familiar with the concept and even some of the terminology.

The not so good news: Familiarity with the concept does not necessarily translate into execution.

That's the word from eMarketer analyst Lauren Fisher, who discusses the state of cross-device targeting in the latest edition of eMarketer's "Behind the Numbers" podcast.

"Most marketers today are pursuing cross-device options," says Fisher. For example, she says, they're targeting consumers on multiple devices and they're working with leading-edge partners like Facebook and Google.

But when it comes to truly taking advantage of the capabilities of cross-device marketing—aggregating and understanding audiences, tailoring creative for specific devices—Fisher says: "That's where the familiarity starts to fall off."

In a wide-ranging conversation, Fisher touches on some of the obstacles marketers face in tracking and messaging audiences across platforms and devices, and looks ahead to some of the changes she expects to see this year as the industry grows more expert in targeting.

New in eMarketer PRO This Week



  • Report: Digital Video Advertising Best Practices 2017
  • Report: Worldwide Digital Video Viewers: eMarketer's Estimates for 2016–2020
  • Report: B2B Mobile Marketing and Advertising 2017


Not a PRO subscriber? Find out how to become one.

TRENDING REPORTS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »