Goodway Group Explains Cross-Device Targeting

2016 set to usher in new way of reaching consumers and explaining behavior

These days, consumers of media content split their time between all sorts of devices including mobile phones, tablets, and desktops, expanding the avenues of target marketing beyond just websites. Targeting users across all of these platforms, called cross-device targeting, allows for precise marketing where individual users spend the most of their time, thereby optimizing campaigns to reach the highest conversion rates.



Goodway Group, the U.S.’s leading programmatic media services partner and an industry leader in cross-device targeting, provides need-to-know information on cross-device targeting and why marketers should be implementing it sooner rather than later.

The two most important aspects of cross-device targeting that marketers need to know are defined as:

  1. Audience Targeting: Audience targeting allows advertisers to extend reach and control frequency on all of a users’ devices in any combination. It goes beyond PCs, tablets, phones—reaching users on connected TVs, gaming consoles, and across the different mobile browsers and apps. Advertisers can even re-target users that might lead to an impression based on their particular data or by utilizing third-party behavioral data to target new users based on their previous online activity.
  2. Attribution Reporting: Advertisers can obtain deep insights into users’ conversion behavior by specific device with cross-device attribution reporting. This allows publishers to capture secured conversions, even after the initial ad impression takes place. For example, a user sees an ad on their mobile device, then makes the actual purchase of the advertised product or service at a later time using their desktop computer.

Here’s specifically how cross-device targeting works:

  1. Companies that specialize in building cross-device graphs continually gather individual consumer data from users’ IP addresses, cookies, time of day visitation, app usage, regular site visits, and device IDs.
  2. This gathered data is then fed through an algorithm, which creates the cross-device graph so that marketers can understand specific device usage as it relates to individual users. As a result, marketers obtain the insight and ability to create customized campaigns with optimal targeting techniques, earning a higher rate of conversion success.

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“With cross-device technology, marketers no longer miss a specific target audience or their activities on particular marketing channels,” says Jay Friedman, chief operating officer of Goodway Group. “The cross-device methodology allows marketers to cover all their targeting bases, while attributing both behavioral impressions and conversions.”

Goodway Group is currently utilizing cross-device technology with many of its Fortune 500 clients. To learn more, please visit www.goodwaygroup.com.

About Goodway Group

Goodway Group is a leading managed-services programmatic partner to local, regional, and Fortune 500 brand agencies. Bootstrapped and 100% privately owned since 1929, Goodway moved into the programmatic digital media space in 2006 to continue its rich history of tackling complex local and regional campaign executions with data science-driven targeting and support services to make achieving success easy for agency clients. Its proprietary algorithms pair with a technology-agnostic approach to enable agencies and marketers to achieve their ultimate goal—better results while remaining lean and nimble.

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