cross-device-modal

AdRoll’s cross-device solution better understands who’s who as users interact with a brand across multiple devices.

How many devices do you use on a daily basis? I bet you work on a laptop, stare at your smartphone during your commute, and then switch to your tablet once you get home.

Consumers shop that way, too. A Forrester study showed that 90% of consumers who begin a purchase on a smartphone move to a laptop. It’s increasingly difficult for most marketers to understand which of those devices are used by a single consumer, and even more difficult to deliver cohesive and efficient ad campaigns to the modern, multi-device consumer.

At AdRoll, we’ve been hard at work developing a cross-device solution that better understands who’s who as users interact with a brand across multiple devices. This allows you, the marketer, to run much more intelligent and efficient campaigns on AdRoll.

Finding users across devices allows us to more accurately value ad viewers

Our cross-device capabilities allows our platform to make better decisions based on that user’s value to you. For example, let’s say a consumer browses your products on a tablet one night, and checks them out again the next day on their work laptop. Without the ability to map the two devices, we’d think two separate consumers were mildly interested in your products, and we would bid accordingly.

With AdRoll cross-device, we know that we’re looking at one shopper who’s close to purchasing, and we’ll bid higher on online ad auctions to ensure you get that shopper across the finish line.

Cross-device can also boost conversion rates on mobile devices

Another big pain point for marketers is low conversion rates on mobile. Cross-device can help solve that, too. Let’s say my wife texts me a link to a shirt that she thinks I should buy (hypothetically, of course; I totally dress myself). I click on it on my phone and visit your mobile site, but I’ve got fat fingers, so I’m not going to enter my credit card on my phone—I’ll check it out later. I’m a busy guy, though, so it slips my mind. With AdRoll cross-device, you can market to me on my laptop where my fat fingers won’t stand between me and my new shirt.

Similarly, we’ll be able to do a better job of respecting user choices by honoring more opt-outs across devices. If a user opts to not receive ads on their mobile device, we’ll no longer serve that user ads on their home computer. Because people who have opted out aren’t going to respond positively to ads, improving opt-outs increases not only brand safety for advertisers, but also return on investment for advertisers who want to maximize efficiency.

How does cross-device work?

To make cross-device possible, AdRoll recognizes users who log in with the same email address on multiple devices. We’re able to connect the two touch points using a hashed version of the email address as a shared key. We use a hashed email, which means we don’t see or store the actual address; we just know when two hashed emails are the same. It’s also deterministic, to help ensure that it is accurate.

To join the thousands of AdRoll customers who have taken advantage of this capability, log in to your AdRoll account, and opt in to passing us hashed emails. You don’t need to bug your developer. We’ll handle the heavy lifting, and you’ll be running cross-device campaigns by the time you fire up your phone on your commute home.