What is cross-device targeting?

Cross-device targeting is a method of delivering advertisements for the same users across different devices — desktop, laptop, tablet, smartphones and so on. It works based on two methods that have one goal — identify that several devices belong to one user. Let’s dive deeper into these approaches:

  • Deterministic. This approach relies on users’ logins as the main identifier that devices belong to the same user. 
  • Probabilistic. In this case, machine learning algorithms and artificial intelligence to identify the same users across devices. Algorithms use data points such as online behavior, cookies, technic parameters and other to match users and devices. 

Using cross-device targeting, brands may target users wherever they are with optimal frequency and keep multi-channel ad strategy reaching unique users.