Trends Report

Solving The Cross-Platform Targeting Riddle

Why Marketers Should Not Be Satisfied With Today's Mechanisms For Targeting Individuals Across Platforms — And What They Can Do About It

August 23rd, 2013
With contributors:
Collin Colburn , Luca Paderni , Samantha Merlivat


As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing your target audience — let alone at reaching the same user cross-platform. Today's targeting challenge for marketers is threefold: 1) reliably identifying, in a persistent manner, an individual consumer; 2) reaching that consumer across an ever-increasing number of devices and platforms; and 3) partnering with vendors whose infrastructure is still built around traditional targeting mechanisms. Read this report to make sense of today's cross-platform targeting ecosystem, understand the pros and cons of each targeting type, develop your own plan for cross-platform user targeting using this knowledge, and determine where you want the ecosystem to improve — and fast — to meet your specific targeting needs.

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