{"id":1418,"date":"2015-09-10T11:26:12","date_gmt":"2015-09-10T15:26:12","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1418"},"modified":"2017-11-03T13:58:12","modified_gmt":"2017-11-03T17:58:12","slug":"programmatic-perspective-the-cross-screen-dream","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2015\/programmatic-perspective-the-cross-screen-dream\/","title":{"rendered":"Programmatic Perspective: The Cross-Screen Dream"},"content":{"rendered":"<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-16222 aligncenter\" alt=\"second-screen\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/09\/second-screen.jpg\" width=\"500\" height=\"265\" \/><\/p>\n<p><em>Earlier this summer, TubeMogul\u2019s Managing Director, Canada, <a href=\"http:\/\/www.acaweb.ca\/en\/?s=Grant+Le+Riche\">Grant Le Riche<\/a> <a href=\"http:\/\/www.acaweb.ca\/en\/2015\/defining-cross-screen-advertising\/\">ran through<\/a> the nuances of \u201ccross-screen, explaining that with the application of programmatic principles to <a href=\"http:\/\/www.acaweb.ca\/en\/2015\/the-promise-of-programmatic-tv-in-canada\/\">linear TV<\/a>, \u201ccross-screen\u201d is increasingly interpreted as including digital and traditional media properties. Our understanding of \u201ccross-screen advertising\u201d has shifted to more accurately reflect this. The follow-up column below takes a deeper look at how to verify identities across these screens.<!--more--><\/em><\/p>\n<p>Today, cross-screen advertising refers to the ability to plan and buy advertising across screens and formats and accurately measure reach, frequency and impact in a transparent and effective way.<\/p>\n<p>It sounds amazing \u2013 but we\u2019ve been eyeing this pie in the sky for some time now. What has changed?<\/p>\n<p><strong>The Challenge: Fragmentation across viewers and devices<\/strong><\/p>\n<p>The reality is that more consumption methods have been introduced in the last 5 years than in the past 35. Everyone knows that mobile consumption is increasing and ad spend is lagging \u2013 but not everyone knows that even though live TV is declining, over-the-top (OTT) viewership (content streamed from connected TVs, gaming consoles and devices like Roku) is poised to explode.<\/p>\n<p><strong>The Solution: Measurement has finally caught up<\/strong><\/p>\n<p>There are three approaches to verify identities cross-screen:<\/p>\n<ul>\n<li><strong>Panel-based<\/strong>. This approach leverages machine-learning techniques to marry multiple data sets from third-party firms like Nielsen, enabling brand advertisers to more accurately measure reach and frequency within \u2013 and across \u2013 channels, including TV, desktop and mobile. These techniques allow them to identify their target audience that was not exposed to a linear TV advertisement and retarget them digitally, improving incremental reach.<\/li>\n<li>\u00a0<strong>Probabilistic.<\/strong> Most advertisers currently employ this methodology for cross-screen audience targeting. Companies like Tapad and Drawbridge provide device association data, matching desktop cookies to other desktop cookies as well as to mobile device IDs. These likely provide extremely good results (90%+ accuracy) at the household level.<\/li>\n<li><strong>Deterministic.<\/strong> Using information provided by an individual like a login or email address to verify a user\u2019s identity with certainty. Companies like Google, Facebook, Twitter and Pandora can do this because they have registration data.<\/li>\n<\/ul>\n<p>To be exceedingly clear, it\u2019s still early in the first period. While there are some interim solutions for graduating beyond reach and frequency and measuring viewability and ROI, there is no industry standard \u2013 and there likely won\u2019t be for some time. But enough progress has been made over the course of the last six months that any marketer wondering \u201cHow do I reach my audiences and optimize my media spend to efficiently drive sales?\u201d should expect, at the very least, compelling offerings that help them:<\/p>\n<ol>\n<li>Measure true audience reach and frequency across all channels and screens<\/li>\n<li>Make targeting data actionable by deploying across all environments<\/li>\n<li>Provide the ability to optimize based upon media consumption across environments<\/li>\n<\/ol>\n<p>We\u2019re approaching a world where viewability, suspicious traffic, ad blocking and all the other headlines du jour take a backseat to the truly important issue: \u201cHow do I know my ads worked? How can I replicate whatever did work with the least effort and lowest cost?\u201d<\/p>\n<p>We think that the ability to accurately plan media and reach audiences across screens will be a critical component to answering those questions.<\/p>\n<p><em>Grant le Riche is Managing Director, Canada, for brand-software provider TubeMogul.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Earlier this summer, TubeMogul\u2019s Managing Director, Canada, Grant Le Riche ran through the nuances of \u201ccross-screen, explaining that with the application of programmatic principles to linear TV, \u201ccross-screen\u201d is increasingly interpreted as including digital and traditional media properties. Our understanding of \u201ccross-screen advertising\u201d has shifted to more accurately reflect this. The follow-up column below takes [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[144,127],"tags":[399,369,198,371],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Programmatic Perspective: The Cross-Screen Dream | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2015\/programmatic-perspective-the-cross-screen-dream\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programmatic Perspective: The Cross-Screen Dream | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"Earlier this summer, TubeMogul\u2019s Managing Director, Canada, Grant Le Riche ran through the nuances of \u201ccross-screen, explaining that with the application of programmatic principles to linear TV, \u201ccross-screen\u201d is increasingly interpreted as including digital and traditional media properties. 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