#cross-screen

One of the biggest topics of the year is the IOT, and data rather than devices seem to be the key. Michael Katz, founder and CEO of mobile data startup mParticle says, “As the importance of browsers becomes diminished, the tools marketers have been accustomed to using in the web environment, things like pixels and cookies, are no longer relevant. They need to be reimagined.” Reimagined for a world in which contextual awareness and location targeting – even predictive location targeting – is becoming the norm.

Nielsen agency solutions EVP David Hohman said that one of the big areas for marketing this year lies in attribution. Brands want to analyze the impact of a campaign across screens and measure on which device they’re connecting with their audiences and driving the desired reaction.

According to digital consulting firm Econsultany's recent study, Cross-screen tracking is the top priority to better understanding customers; not without challenges.

Cross-screen marketing has officially become an imperative method for efficiently reaching the target audience -- it’s on the plan. But parity in measurement across screens continues to be somewhat of a hurdle to fully opening the opportunity. With the growing adoption of the IAB’s Video Player Ad-Serving Interface Definition (VPAID), the door to uniform cross-screen measurement will be unlocked, giving marketers a familiar language with which to understand similarities and differences in the ways consumers engage with ads from platform to platform.

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Holly by Sarah V. Elston on Flickr.