How can advertisers navigate all the change and uncertainty in the TV landscape? We called on two of our experts to find out.
It’s Wednesday and while you enjoy that dark-roast coffee, you read the morning news from your tablet. An hour later, you are listening to your favorite songs from your phone as you ride the commuter train to work. When you arrive at the office, you fire up your laptop, and continue working on a research project you started earlier in the week. You look back at your phone to check the time, and do a quick scan of your social media accounts. Back to work! 11:40 am has arrived and you’ve been switching devices back and forth since you woke up. At the end of the day, once home, you buy tickets for a show on the weekend – you can’t recall how you know about the show, just that you want to go.
While you’ve been focused on information of interest all day, you’ve also been seeing ads and engaging with products along the way. And doing so from your phone, tablet, laptop, and sometimes from more than one device at the same time. As advertisers, it’s imperative to understand how to properly maximize the amount of exposure consumers have with our brands.
Cross-device targeting and tracking gives advertisers the ability to reach individuals on multiple touch points, providing a seamless experience across all devices. Centro has teamed up with Tapad to facilitate this in Basis. With the assistance of machine learning algorithms, Tapad’s technology uses probabilistic and deterministic data such as proximity, IP addresses, and app logins to help classify different devices as belonging to the same person. It collects over 250 billion data points per month to create these models so it can be as precise as possible!
By powering on this feature you can experience four key benefits:
In a world where users are constantly switching between devices, it’s imperative to be able to show them the right message in the right screen at the right time. Experience the benefits of cross-device targeting now in Basis!