Cross-device support lets you target people rather than individual devices.
Basis DSP's cross-device feature leverages the Tapad Graph, Tapad's probabilistic and deterministic cross-device graph, to help classify different devices as belonging to the same users. Tapad Graph is built via machine learning algorithms using device data such as proximity, IP addresses, and app logins.
With cross-device support, you can use these features:
The option to enable cross-device support is in the General tab of the campaign editor.
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Create a new campaign or edit an existing one.
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Select Enable cross-device in the Basics section of the General tab. If you turn off "Target only trackable devices" and want to turn it back on, clear the Enable cross-device check box and re-select it.
Notes:
- Enabling cross-device support doesn't mean that impressions will only be shown to users who have been recognized by the cross-device graph.
- Approximately 25-35% of users can be found in the graph.
- For optimum performance and reporting, it's recommended to enable the "Target only trackable impressions" option in the Devices section of the campaign editor when using cross-device support.
Cross-Device Frequency Capping
If cross-device is enabled, frequency caps reflect the number of times an ad is shown to a single user on all of their devices per campaign.
On campaigns that don't use cross-device, frequency caps apply to each device, and if a person switches from one device to another, the impressions on the first device don't count toward the frequency cap on the second.
If a campaign has a frequency cap of 3 impressions every day without cross-device, User A could see up to 3 impressions on her tablet, then switch to her desktop and see up to 3 more impressions from the same campaign.
| Tablet | 3 |
| Desktop | 3 |
| Total | 6 |
With cross-device, if User A has been recognized, her impressions on her tablet and her desktop would all count toward the same frequency cap. If she views three impressions from a campaign on her tablet and then switches to her desktop, she won't be eligible to see impressions from that campaign until the 12 hours are over.
| Tablet | 3 |
| Desktop | 0 |
| Total | 3 |
Cross-Device Audience Extension
Audience extension includes other devices for users in first-party audiences when showing ads. The audience can be created directly on the DSP or via third-party providers.
For example, say a campaign targets Audience XYZ that was built with cookie IDs on desktop devices. If other devices have been associated with a user, cross-device audience extension shows them the ad on those other devices too.
| User | Device | Cookie ID is on Audience XYZ? |
ID is on cross-device graph? |
Can show impression to device/user? |
|---|---|---|---|---|
| User A | Desktop | Yes | Yes | Yes |
| Mobile | No | Yes | Yes | |
| Tablet | No | Yes | Yes | |
| User B | Desktop | Yes | Yes | Yes |
| Mobile | No | Yes | Yes | |
| Tablet | No | No | No |
In this example, User A has been cookied on her desktop, but not on her mobile or tablet. All three of her devices have been identified by the cross-device graph, so with cross-device audience extension, the ads can be shown to her on all three of her devices.
User B also has three devices, but because his new tablet has not been identified by the cross-device graph, he will only see ads on his desktop and mobile.
Cross-Device Conversion Attribution
With cross-device, conversions can be tracked if they occur on a device different from the one in which the ad was served.
For example, say User A sees an impression on her mobile device but makes the purchase on her desktop. Without cross-device, the DSP wouldn't track that conversion.
With cross device enabled, the graph identifies that the mobile and desktop belong to the same user, and the DSP tracks the conversion.
Because the impression was served on mobile, the conversion is attributed to the mobile device and not the desktop. Cross-device conversions are attributed to the device in which the impression was served, not to the device in which the conversion took place.
|
|
Device in which the impression is served |
Device in which the conversion occurs |
Device to which the conversion is attributed |
|---|---|---|---|
|
Without XD |
Desktop |
Desktop |
Desktop |
|
Desktop |
Mobile |
Conversion is not recorded |
|
|
Mobile |
Tablet |
Conversion is not recorded |
|
|
With XD |
Desktop |
Desktop |
Desktop |
|
Desktop |
Mobile |
Desktop |
|
|
Mobile |
Tablet |
Mobile |
Cross-Device and Connected TV
Cross-device third-party audience data targeting is available for audiences on Connected TV.
Approximately 60% of Connected TV bid requests are matched to a human profile. With Connected TV devices, device advertising identifiers (IFAs) are not always reliably available, so we also generate a synthetic ID based on IP address and user agent information. This is a dependable way to identify them because these devices are normally connected to a stable home broadband connection.
In summary, we add third-party audiences to human profiles when there is at least one Connected TV device in it:
- All first-party audiences (collected via DSP) are added to human profiles
- All custom/first-party audiences collected via data management providers are added to human profiles
- Standard third-party audiences when the human has at least one CTV device are added to human profiles
Cross-Device Reporting
Cross-device reports let you learn about users' interactions with ads across their devices and how customers are responding to ads in each of their devices. This information can help you improve targeting parameters to reach your desired KPIs. Current cross-device reports include: