Cross-Device

Lotame’s Cross-Device technology uses probabilistic and deterministic matching to create true, cross-screen audience segments. Probabilistic matching analyzes billions of PII-free signals flowing from desktop and mobile devices to determine whether any relationships exist. Deterministic matching is used when information is available that directly connects different devices together, such as login data from a publisher’s site and app. Consistent with Lotame’s DMP, no PII is stored or made available through this technology.

Lotame's Device Graph uses two methods for cross-device user identification:

Deterministic match: (also called "direct matching") used when there is known information that connects a user to different devices. For example, user login information passed on two different devices.

Probabilistic match: uses statistical analysis to identify different devices used by a user with a degree of certainty. Only those links with high degree of certainty are used to link devices together.

Connecting desktop and mobile devices enables more sophisticated ad delivery, which helps increase campaign effectiveness and drive repeat advertising business. With Device Graphs, desktop audience segments can be targeted across mobile, and mobile audience segments targeted across desktop. The technology enables fluid retargeting across screens, as well as the ability to tell sequential brand stories over time.

Device Graphs can be integrated with content management systems to customize content. A sports publisher, for example, could see that a particular group of users only consumes content on football and never on other sports. By matching these audiences to desktop devices through the Device Graph, the publisher could then prioritize football content when those users access the desktop site. Customizing content in this way can help increase time on site and drive more return visits.

Just as publishers can leverage Device Graphs to underpin custom content experiences, advertisers can use the technology to drive custom creative experiences. If users engage with video ads in the desktop environment, for example, then those same users can be targeted with more video enabled ad creatives when they are seen across linked mobile devices.

Savvy digital advertisers have learned how to effectively use third party data segments to drive campaign performance. With Device Graphs, investments in third party data can now be made to work much harder. An advertiser can take third party data segments they’ve acquired, pass them through the Device Graph and target those same audiences across mobile, significantly increasing reach as illustrated in the earlier example.

We'd love to show you a demo of Lotame Cross-Device! Contact us at info@lotame.com to set up a time to talk!