Cross-device retargeting is a collection of technologies that enable data-driven marketers like yourself to be certain that website visits can be translated into retargeting campaigns that reach people where they are, no matter the device. This may be the computer from where the visitor originated or their phone, tablet, or other device.
What is cross-device tracking?
Feathr and our data partners are constantly cross-referencing enormous databases that contain bits and pieces of information about peoples' online browsing behavior. Often that information contains unique identifiers that our data partners and their vendors can then stitch together wherever there is overlapping information in devices, behavior, PII (personally identifiable information), and other categories. This paints a broader picture than any one source of information could, and that allows our ad network to use, with relative certainty, the same person's data record across two or more distinct devices.
How does it work?
Cross-device retargeting is best demonstrated by Email Mapping campaigns. This campaign type uses an email address as a unique identifier which is cross-referenced to determine the devices that email is linked to. Email Mapping campaigns onboard email lists and the data vendor provides an anonymized pool of people who match those emails. The anonymized pool allows you to target these emails without directly using PII. Read more about this on our data partners' websites: The Trade Desk and Liveramp.
Does Feathr support cross-device tracking?
Yes. Where cross-device data is available from our data partners, it will also be available to Feathr. Cross-device data may result in a retargeting campaign that shows an ad to a person record that Feathr has never seen at your website before. This means the visitor was recorded visiting your site on one device and then saw an ad on another device.
Do I need to do anything special to enable cross-device tracking?
Nope. Where cross-device data is available, it will be automatically used in your campaigns.