Agencies Need To Do A Better Job Of Integrating Cross-Device Targeting
Tobi Elkin from MediaPost interviewed Ian Johnson, EVP, Managing Director, Global Product, after his recent “Improving The Customer Experience: Leveraging Data for Cross-Device Strategies” keynote address at the Programmatic Insider Summit in Lake Tahoe.
Brands need to leverage deterministic and probabilistic models to do cross-device targeting. Cross-device targeting solutions yield data and insights that can enable brands to understand which channels to place their media dollars in, according to Ian Johnson, EVP, managing director for global products at Cadreon, the data solutions unit of IPG MediaBrands.
Johnson addressed programmatic experts at MediaPost’s Programmatic Insider Summit in Lake Tahoe during the keynote: “Improving The Customer Experience: Leveraging Data for Cross-Device Strategies.” A self-described engineer by nature and a geek by training, Johnson said that by deploying cross-device strategies, data sets become richer and programmatic solutions can further improve the consumer experience by consistently reaching the right audience with the right message, regardless of the device that audience is using.
Read the rest of the interview here.