Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience - eMarketer
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Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience

eMarketer Report

By: eMarketer

Published: December 13, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Over the past 12 months, advertisers’ understanding of cross-device targeting and the identity matching methodologies behind the technology have improved. With that improvement come added expectations for the types of data that can be added to these identity graphs and the locations in which that targeting can be applied, such as in living rooms and in stores.

  • As capabilities improve, advertisers will look to cross-device technology to enhance messaging by improving the personalization of ad creative and managing key functions such as ad sequencing and frequency capping.
  • Historically, cross-device and its identification capabilities have lagged in integration and use among measurement and attribution tools. However, 2017 will bring greater focus to ensuring that cross-device measurement capabilities match targeting capabilities.
  • Challenges persist for those hoping to do more with cross-device targeting and deepen their understanding of their audiences. Continued lack of transparency in data collection and matching practices will force buyers to ask providers to be more forthcoming. Unavoidable data holes will present advertisers with added difficulties, as a good portion of consumers continue to limit ad tracking or block ads entirely.

"Interest in cross-device targeting is high, but marketers are still working on the requirements to make it work, such as understanding cross-device behaviors and buying journeys, according to a March 2016 poll by Econsultancy."

Table of Contents

Cross-Device Targeting Today

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Cross-Device Beyond Digital Screens

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What to Watch for in 2017

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8 charts are included in the full report:

Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience

Consumer-Related Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)

Cross-Device Targeting Today

Consumer-Related Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)

Cross-Device Beyond Digital Screens

Tactics that Occupied vs. Will Occupy Their Time/Resources According to US Digital Marketing/Media Practitioners, 2015 & 2016 (% of respondents)

Types of Data that US Internet Users Expect Companies to Use to Personalize Marketing/Advertising Emails, Aug 2016 (% of respondents)

Adding TV to the Cross-Device Equation

Importance of Extending Video Buys into Premium Digital Video from Cable/Broadcast Networks According to US Ad Agency Professionals, July 2015 & Aug 2016 (% of respondents)

US Addressable TV Households, by Provider and Type, 2016 (millions)

Most Important Benefit of Programmatic TV According to US Marketers, March 2016 (% of respondents)

What to Watch for in 2017

Personalization Challenges According to Senior-Level Marketers Worldwide, by Country/Region, Nov 2015 (% of respondents)

Efforts to Right the Misalignment between Targeting and Measurement Capabilities

Ways in Which Marketing Decision-Makers in the UK and US Are Using Attribution-Informed Insights to Take Action on Digital Channels, June 2016 (% of respondents)