How to become a cross-device expert

This post also published on the BrightRoll blog.

Yahoo / BrightRoll

Advertisers around the globe are constantly thinking about ways to improve their digital campaigns. This year, the flavor of choice for campaign improvement is in cross-device targeting and attribution. And it’s more than a fad; cross-device advertising represents the future of digital advertising, especially in programmatic, where efficiency of targeting and scale make huge differences in ad campaigns every day.

In our new e-book, Finding Success in a Cross-Device World, you will learn how cross-device identity mapping works, Yahoo’s unique approach the conundrum, and how you can best leverage cross-device targeting and attribution in your campaigns. Take a look below for a sample from the e-book:

“Marketers are after one thing: results. And we are right there with them—we’re results-driven, too. A recent Yahoo analysis spanning campaigns across six different verticals showed that reach, frequency, and conversions all increased significantly when advertisers had access to users mapped to more than one device. The majority of organizations define performance as “best-in-class” by the volume of mapped users and devices—the more, the better. Again, we’re in agreement—volume is critical in order to make meaningful observations and predictions about user behavior.

In addition to volume, however, we see supply coverage as an equally—if not more—important performance metric. We want to make sure that advertisers are reaching the right people across the web, regardless of device. Ensuring that creative appears before the most relevant consumer is critical to building a vibrant cross-device advertising ecosystem.

How do we use this cross-device data? What can we do with the identity graph?

There are four central use cases for cross-device data and the identity graph.


The first use for the identity graph is obvious. Being able to reliably target users across devices will have a monumental effect on the digital advertising experience, for marketers and consumers alike.

Targeting users across multiple devices enable advertisers to target much more specific parameters, opening up new kinds of opportunities for creating conversions, reaching loyal customers in new settings, and contacting new customers in comfortable settings.


Another somewhat obvious result of robust cross-device data is improved insights. Having access to a large a cross-device graph enables advertisers to gain new clarity on consumers at various stages of creative exposure. From understanding which devices drive the most conversions to attributing conversions that happened on one device to ads that were shown on another device, these insights will enable advertisers to better connect with their audiences and appropriately allocate and optimize budgets.

Frequency Management

Frequency management—controlling how many times a user sees a particular ad—is critical to maintaining a strong connection with your audiences—and striking the delicate balance effectively requires careful planning. Knowing that a certain consumer has seen your creative on her phone and tablet will certainly affect your decisions when that user is on a desktop, and vice-versa.


In the same realm as frequency management, the ability to optimize ad campaigns across the sea of devices will be revolutionary for brands and advertisers. It is similar to the impact programmatic buying had on digital advertising: exponential increases in efficiency and impact. This would not be possible without the kind of cross-device data in the identity graph.”

Learn more about cross-device in our new e-book, Finding Success in a Cross-Device World.