The only thing I’ve been flogging on this blog is the prediction I made that 2013 will be the year of multiscreen. There’s been lots of people getting religion on this. Here’s the latest from Antonio Garcia, who created FBX at Facebook:
Since you’re logged into Twitter on a desktop browser and on a mobile device, the browser cookie from your computer and the device ID from your device are joined. Twitter will join those two in a data-safe way on their back-end that allows the data to flow across user experiences, without losing control of the underlying identity. Doing that, they have within reach that heretofore unattainable Holy Grail of marketers: a permanent, stable, and immutable key that identifies everybody online, on every device, all the time.
via Why Twitter Buying MoPub Is a Very Big Deal — on startups — Medium.
My previous posts on multiscreen here and here.
via Online Ads Can Now Follow You Home – WSJ.com.
WSJ joins in on the multi screen advertising conversation (I’ve written about here, here, and here).
A number of companies are trying to better pinpoint mobile users’ online activity with new software and techniques they say could help advertisers track users across devices.
By harvesting cross-screen identities, the ad industry could serve ads to mobile phones based on the interests people express when surfing the Web on their PCs.
I’ve said that sites that require user log in have a huge leg up in multi screen. Gokul Rajaram of FB makes an apt appearance in the article:
Facebook Inc. doesn’t provide data on its members to advertisers. But it does make it possible to send ads to actual people across their devices, which has fueled ad sales, said Gokul Rajaram, Facebook’s product director for ads.
There are startups trying to solve for the inability to target the same user on multiple screens by basically educated guesses:
Last summer, Expedia began a trial with mobile ad technology provider Drawbridge Inc., which uses a “triangulation” method to try to figure out when a mobile user is the same person as a desktop user.
Drawbridge sends cookies to desktop and mobile browsers to track the ads being requested by the devices. If the patterns show enough in common—using the same Internet address at similar times, for instance—the company figures there is a good chance they are from one anonymous user.
I’d like to see how effective Drawbridge’s method is at accurately determining multi-screen use.