Cross-Device Attribution 101
by Mobile Marketing
Let’s call it the Cookie Problem. With the advent of digital advertising, marketers could suddenly track users around the internet, retargeting them with ads for products they had viewed but not bought, identifying them based on browsing habits and accessing a wealth of information that simply wasn’t available to them before.
Now, mobile offers the same sort of tracking, using device identifiers and similar methods, but the question has become how to join up these two ecosystems.