As consumers switch between multiple devices daily, advertisers are looking to cross-device advertising to track and target users across channels. According to data released in February 2014 by Conversant, 59% of US senior-level marketers and agency decision-makers cited cross-device advertising as a digital channel they planned to use this year. This trailed second-place video by just 2 percentage points.
But to integrate cross-device advertising into their ad mix, industry professionals need to know what they’re dealing with, and more recent polling conducted by Bovitz for Conversant found respondents looking to improve their knowledge about the topic this year. Cross-device advertising was the top advertising trend industry professionals were hoping to learn more about in 2014, cited by seven in 10 US agency media professionals in the survey.