The way that consumers are using connected devices to purchase products, access information and communicate with each other has created many challenges for the digital advertiser to address. And challenges = opportunities. Connecting the dots between consumers and their many devices and bringing successful campaign measurement along with it is the mandate of today’s cross-screen marketer. But where does this type of analytics technology fall within the current provider silos?
Well, it’s simple, it doesn’t: it deserves its own category. The digital ad industry’s segments are illustrated on the ubiquitous LUMAscape infographic, where companies are grouped based on their offering types. We see DSPs, Exchanges, DMPs and Data Providers, Measurement and Analytics, Networks and so on, all playing different (sometimes overlapping) roles in the circular path from marketer to publisher to consumer. But as “Internet of Things” becomes a bigger and bigger train to either board or get left behind trying, entrenched players in the digital advertising landscape are scrambling to serve this new hyper-connected, device- driven world. But why? The development of an in-house, ground-up technology that’s costly, risky and time-consuming isn’t the most effective way. Nor should it be the primary focus for a DSP, DMP or exchange to create an entirely new tech-stack outside of their current core competencies. Let the cross-screen experts do cross-screen, and add a new group to the LUMAscape. The graphic on the right depicts how we envision it.
A seamlessly-implemented, versatile audience attribution service that can function across the industry players’ platforms and digital channels is what a true cross-screen provider will give. Categorization and recognition of cross-screen as a stand-alone discipline will make it easier for you to find the perfect partner!