Cross-Device Support

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, which is built via machine learning algorithms, using device data such as proximity, IP addresses, and app logins to help classify different devices as belonging to the same user.

With the DSP's cross device feature, you can use these features:

  • Cross-device frequency capping
  • Cross-device audience extension
  • Cross-device conversion attribution
  • Cross-device reporting

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.
    At the moment, cross-device support is only available for campaigns in North America (US, Canada and Mexico).
  • 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 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 the conversion is attributed to

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 Reporting

Reports let you learn about users' interaction 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 these:

  • Cross Device - Reach by Frequency 
  • Cross Device - Reach by Device Type
  • Cross Device - Reach by Audience
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