What is actually ... Cross Device?

In online marketing, cross-device refers to the targeted advertising approach across several digital devices of a specific user. For cross-device campaign delivery, a user's desktop computer and laptop as well as smartphone and tablet are determined and identified. There are two different, complementary approaches for allocation:

The deterministic approach is based on registration data and is based on a unique identifier. Each device has a unique identifier that allows precisely this device to be recognized. For operating systems such as Android or Apple, which are primarily used on smartphones and tablets, this is an advertising ID. In the case of notebooks, tablets or desktop computers, a cookie is stored using the browser, which serves as a unique identifier. This unique identifier is recognized on all digital platforms. This can be, for example, personal data entered or assigned by the user (e-mail address or customer number), which is coded by a third party so that the direct personal reference no longer applies. This must also be ensured for data protection reasons.

Online platforms and apps are best suited for determining unique identifiers, as users use them with multiple devices. With a user's personal login, a publisher can identify their devices and assign them to a specific user.

The probabilistic approach is based on probabilities. Algorithms recognize patterns that are continuously optimized and supplemented via machine learning. These two approaches enable the creation of the cross-device graph and determine the assignment of devices to a user. The cross device graph combines all of a user's unique identifiers into one identity. This can be a desktop computer, a tablet and a smartphone, all of which lead to a single user. Instead of each device being considered individually and assigned to a person, the Cross Device Graph merges the devices into one person. As login functions are not available everywhere, many cross-device solutions are based on the probabilistic approach and are supplemented with deterministic data. This verifies the cross-device graph and feeds the machine learning.

Playing out a cross-device campaign enables advertisers to deliver different and device-specific messages to the desired target group at the right time, in the right place and in the relevant context. Comprehensive frequency capping enables optimal contact frequency. Frequency capping means "capping the frequency" and regulates the frequency of an advertising insertion for a device.

Term explained by: Alexander Leutenegger, Senior Manager Business Development at Goldbach Digital Services.