Cross-device advertising: How to navigate mobile marketing’s next big opportunity

Abstract

Cross-device usage is growing, and marketers wanting to target consumers effectively and efficiently must make the most of this evolving opportunity. This paper lays out strategies to bring advertisers closer to their goal: delivering the right ads, at the right time and to the right user in a bid to improve conversion. The paper also takes a look at exact versus implied-matching, technology and tracking, and the cross-device challenge.