Measuring Cross-Device: The Methodology

As the first company to crack-the-code on cross-screen, Tapad Data Scientists are asked to explain the power of our cross-screen technology on a near-daily basis. This is their overview of our methodology and how we make it all work.

Stating the obvious, the ultimate goals in digital marketing are to run campaigns that work — that is: increase transactions, brand awareness, whatever the metric – and to do so as efficiently as possible.

Reaching these goals requires two things:

1. Reaching the right people, on the right device with the right brand message (accuracy) 2. Connecting with enough people to positively impact the brand (scale)

Getting the right combination of scale and accuracy is no easy task; and right now, it’s probably the most discussed topic in the cross-device advertising space.