While OTT has gained a larger piece of the media pie, measuring its engagement through connected devices and in households is deeply flawed. Keith Petri explores the importance of effective measurement for marketers to better understand their audiences.
The cross-device landscape is one that’s rife with widespread misunderstandings. Anyone who gazes into their crystal ball and claims to have all the answers is likely wrong, writes Keith Petri, Chief Strategy Officer, Screen6, exclusively for ExchangeWire.
Keith Petri, CSO of Screen6, was a contributor to the latest eMarketer report, covering eight challenges advertisers face with mobile measurement and targeting.
Screen6 has launched the solution to offer immediate cross-device user ID resolution. As the only identity provider to deliver this functionality, Screen6 is making it possible to build new associations within client graphs on an ongoing, real-time basis.
Amsterdam-based cross-device vendor Screen6 released a tool that CEO David de Jong says can add cookies to cross-device graphs in real time before they have a chance to decay.
The challenge of cross-device for the ad industry is still not solved and it’s not easy. Keith Petri, CSO of Screen6, dives deeper into the issues facing identity management on MarTech Series.
Ezra Pierce, CEO of Avocet, and David de Jong discuss their partnership, which allows cross-device conversion management within a DSP.