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Audiences & Targeting
3 min read
Cross-device targeting recognises that one person uses many screens — phone, laptop, tablet, TV — and tries to reach and measure them as a single individual across all of them. It is what keeps a campaign coherent when the journey hops from a phone at breakfast to a laptop at work.
Link the devices. Signals connect the screens one person uses.
Build a unified view. Their activity is stitched into one profile.
Coordinate delivery. Frequency and message stay consistent across screens.
Measure as one. Conversions are tied back to the whole journey.
Deterministic. A logged-in identity ties devices together for certain.
Probabilistic. Patterns infer that devices share a user.
First-party IDs. Your own login connects a customer’s screens.
Household graphs. Shared networks group devices loosely.
Coherent journeys. The story stays consistent across screens.
Frequency control. It avoids over-serving the same person everywhere.
Truer measurement. Conversions are not lost when devices switch.
Privacy and consent. Linking devices raises real questions.
Accuracy. Probabilistic matching can be wrong.
Signal loss. Identifier changes weaken device links.
Complexity. Stitching journeys is technically hard.
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