CANDDi Blog

DoubleClick Adding Cross-Device Measurement

Tracking transactions that are completed using more than one device is something that has been problematic in the world of analytics and online marketing for some time, but that is all set to change as Google is looking to add cross-device management to its DoubleClick program.

Tracking Consumer Behaviour Across Multiple Devices

More and more shoppers are doing product research on one device, such as their mobile on the way to work, checking for coupons while at their desk and then moving to their home desktop to complete a transaction. Identifying those consumers and getting a true picture of where they are going and how they are behaving is not easy, but with cross-device tracking and remarketing it is possible.

Neal Mohan, the vice-president of video and display advertising at Google, said that the system will offer full consumer attribution, from their first interaction with an ad on one device to the time that they convert on another device. This technology is new on the DoubleClick platform, but Google has been working on the idea of cross-device conversion tracking for a long time now so they can offer it to their AdWords customers. So far, they have found that taking cross-device customer behaviour into account when marketing can increase conversion rates by as much as 16 per cent.

Cross-device tracking is just one of the things that DoubleClick will be introducing in their next update. They are also planning to offer native ads, which will help to improve engagement on a wider range of websites by letting publishers define formats that they are comfortable with. DoubleClick will automatically generate and scale advertisements for those publishers and provide advertisers with insights that show how the native ads are performing on different sites.

Google plans to offer standardized templates based on popular native ad formats, which will make it easier for advertisers to decide what they are interested in. The idea is to make it as easy as possible for advertisers to reach consumers on desktop, mobile and tablet devices and to get up-to-the minute information about how consumers are responding to those ads, the way they are interacting with their brands and the patterns that they tend to follow before eventually converting. The more information you have about each customer, the easier it will be for you to accurately serve them in the future.

Tim.

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