Too much digital advertising today is executed in silos. Audiences are built across smartphones, tablets, and desktops, and campaigns are served across these devices with no clear understanding of audience overlap, and no way to effectively deliver sequential messaging. It’s one of the biggest challenges facing digital advertising today, and it is a challenge that is tackled head on by Lotame’s Cross Device technology.
Lotame Cross-Device determines relationships that exist between billions of PII-free signals flowing from desktops, smartphones, and tablets. Through this patent-pending device graph technology, different devices can be mapped together, creating significant opportunities for advertisers and publishers. Lotame’s Cross-Device technology isn’t a bolt-on product – it’s a foundational enhancement to our core DMP, and one that will transform your data management strategy.
Lotame’s Cross Device technology uses probabilistic and deterministic matching to create true, cross-screen audience segments.
A deterministic (or direct) match is established when there is known information that connects different devices together, such as user login information. A consumer, for example, may login to a website to access certain features or content, and may also login to the same publisher’s mobile app to access content on the go. This login data, which is encrypted to strip it of any PII, can then be passed through the Lotame platform to establish a direct link between different devices.
Where known data linking devices isn’t available, probabilistic matching can be used as a powerful alternative. Probabilistic matching takes PII-free signals from different devices and uses statistical analysis to identify links between them. Over time, the algorithm analyzes enough signals, and sees enough patterns between them, to tie different devices together with a high degree of confidence.
Probabilistic algorithms require significant scale to make them effective and truly actionable. Lotame’s Cross-Device solution leverages more than three billion online cookies and almost a billion mobile device IDs. This scale has resulted in more than 3 billion connected IDs – a number that will continue to grow as the technology matures.
When it comes to probabilistic matching, it stands to reason that the more signals you have to leverage, the better the probability of establishing an accurate link between devices. Lotame’s Cross-Device solution analyzes three broad types of signals:
Such as IP address, location, day parts, and time stamp
Including frequency of visits and time between events
Such as device make, model, OS, screen size, and resolution
These signals are not mutually exclusive and are analyzed in aggregate to make device matches. Lotame’s probabilistic algorithm is dynamic in nature, constantly ingesting and analyzing new data points to refine and strengthen matches between different devices.