Cross-device tracking – Time to get excited (paranoid) ?

A rather painful challenge for advertisers is determining how to target people who often use as many as five connected devices throughout a given day: smartphones, computers, tablets, wearables, RFID smart cards. Until now, there hasn’t been an easy way to track activity on one and tie it to another.

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Several startup companies including SilverPush and Drawbridge but also Flurry (part of Yahoo now), as well as the giant Adobe say they have created the most accurate approach yet. The industry so far has settled on two primary targeting methods: deterministic and probabilistic. Exciting concepts with promising results but both have their drawbacks. SilverPush, however, uses ultrasonic chirps emitted by apps, websites, and TV commercials to combine the identities associated with different devices, so that your activity on all of them can be aggregated and sold to marketers. Are you excited or worried, yet?

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