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The current state of cross-device marketing:

  • Consumers, on average, own 7.2 devices per household and are using 3 or more on a daily basis. Marketers typically only see 1 (Source: Adobe Analytics & ADI Device Use Survey)
  • At our best, we only have visibility into a third of household devices. What vital info are we not capturing with this limited view?
  • Over 50 percent of marketers say that cross-channel measurement and attribution is occupying the most time and resources this year. (Source: Winterberry and IAB)
  • 84 percent of marketers feel that a comprehensive cross-device strategy is essential for success though only 20 percent feel very confident that they’re serving the right message on the right device. (Source: Atlas by Facebook)

(The Direct Marketing Association)


"At the high level, the philosophy of reaching consumers - not individual devices - stays the same, but the application of cross-device is just growing like a virus into other places where it hadn't existed before."
- Nick Jordan, Senior Vice President, Global Strategy, Tapad


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