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For B2C Marketing Professionals

Bridging The Cross-Device Chasm

How Marketers Can Bridge The Cross-Device Gap To Better Win, Serve, And Retain Customers

November 23, 2015

Primary author headshot


  • By Richard Joyce
  • with Luca S. Paderni,
  • Jennifer Wise,
  • Wei-ming Egelman,
  • Laura Glazer

Why Read This Report

Today's B2C marketers' challenge is to reach always-addressable customers across multiple screens effectively. While a multitude of tools present cross-device targeting and measurement as table stakes and most vendors claim to be able to bridge the cross-device gap, few can actually do this well. B2C marketers who want to build a consistent relationship with their customers must learn how to manage cross-device targeting and measurement now. This report identifies different approaches for tackling the cross-device chasm and highlights how marketers can select the approach that best works for them.

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Table of Contents

  • Marketers Must Bridge The Gap Between Devices And Users
  • Cross-Device Identification Boosts Ads Relevancy And Effectiveness
  • Deterministic And Probabilistic Matching Have Strengths And Limits
  • Recommendations

  • Build Bridges That Will Bear The Weight Of Modern Marketing
  • Supplemental Material
  • Related Research Documents