How do advertisers find users on a second device and why do they care?

Phone and laptop

Sam Barnett is the CEO and co-founder of Struq. According to research by Time Warner, users switch between devices an average of 27 times a day. For any advertiser that wants to target you with relevant advertising this is a massive issue and, through necessity, the advertising industry has evolved. We no longer perceive the user population as just a set of separate devices but rather many users with many devices. The key is knowing which user owns which device; but how does it work and why do advertisers care? Quality vs quantity – deterministic vs probabilistic matching The first...


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