Cross-device marketing is a strategy that involves targeting consumers across multiple devices, such as smartphones, tablets, computers, and even smart TVs these days, to create a cohesive and seamless brand experience. It leverages user data to deliver consistent and personalized marketing messages as users switch between devices. This approach aims to recognize and engage with users as they move from one device to another, ensuring a unified brand experience.
It also helps marketers track conversions across devices, understand user behavior, and deliver targeted and personalized ads.
Cross-device marketing uses techniques like device graphs, deterministic, and probabilistic tracking (method used to track users online based on patterns and probabilities rather than exact identifiers like cookies) to identify users across their different devices. These methods use data such as browser activity and GPS pings to match devices to individual users, allowing marketers to deliver consistent messages across devices.
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