Effective cross-device strategies rely on accurate user identification

A consistent and personalised customer experience is a prerequisite for marketers who are keen to foster engagement and build relationships with users. Ahead of ad:tech Tokyo, Vizury, a digital CRM company, has shared some views on evolving a cross-device targeting strategy.

A true view of a user depends on consolidating data from multiple touch points spread over desktop browsers, mobile websites and apps. Vizury believes that the key to an effective cross-device strategy lies in accurate user identification across devices to understand the user's journey from product view to purchase.

"In markets like China and Japan, where a huge chunk of users are multi-screeners, cross-device targeting is very critical. Offering a comprehensive digital CRM solution to our clients has always been Vizury's vision and the ability to reach users across devices is core to this vision. Our partnership with Facebook and Twitter was a first step in this direction," said Subra Krishnan, VP Product Management at Vizury.

Vizury has access to Facebook's Global News Feed inventory on both desktop and mobile allowing advertisers to reach out to their users across devices. Vizury is also among the early global partners of Twitter.

In addition to these partnerships, Vizury has been working on a cross-device user identification technique that can unify user data sprinkled across devices and channels and is essential for customised cross-device ads.

"We have successfully run initial trials of our cross-device offering. A very important finding is that users show very different behaviour while researching and buying products of different industries like flight travel and e-commerce. This in turn implies that cross-device targeting techniques that rely on broad audience segmentation will not deliver the best results for advertisers," he added.