FINDING THE BULL'S EYE
As the head of an ad agency, I am often the frontline sounding board for our clients’ questions and concerns regarding new digital technology, new channels and new media tactics. The fragmentation of the digital landscape is daunting and, believe me, there are many days I am thankful not to be in our media department.
Retargeting is one of digital media’s greatest strengths. However, retargeting across devices is an issue, as this tactic still relies heavily on cookies. The attribution (or trackability) is not as clear with mobile, as cookies don’t always cross devices.
For advertisers, the mobile work-around could exist within social channels. Channels such as Facebook and Twitter have tons of personal and consumer data for targeting audiences. Their ad units are larger and they are device-agnostic, making retargeting seamless and attribution pure.
Check this insights out over at redsquaregaming.com.