Attribution & The Third Screen
It’s no surprise that mobile is on the rise as a major player in the digital advertising arena, with consumers spending more and more time on mobile. While advertisers have been hesitant to jump on the mobile bandwagon, momentum is picking up. According to eMarketer, mobile is set to represent nearly 10% of all media spending by the end of the year, and it is expected to jump to 70% by 2018.
Mobile provides unique opportunities for advertisers to connect with consumers. When coupled with programmatic advertising, daily mobile activities can provide a plethora of data points that can be used to target consumers across devices. In addition, location-based data can be used to target and engage consumers in real-time, and determine the mobile marketing impact on offline and in-store purchases.
However, the path to purchase is no longer linear – it’s now more like a flight path, with consumers moving between devices. How can marketers effectively implement cross-device targeting and measure the effectiveness of an ad? In light of these developments, there is an inherent need to move beyond last-touch measurement, and incorporate all devices and touch points into your attribution model.
Our expert panel took a deep dive into the mobile issues currently facing advertisers, best practices, and how the industry can help to solve for cross-device attribution.