Summary
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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