Cross-Device Measurement: Are We There Yet?

Mobile advertising has been around for years, but the sheer diversity of devices and platforms, coupled with a lack of cookies, still make targeting and measurement a challenge not just on mobile, but in terms of gaining a cross-platform view of ad performance. So-called “walled gardens” between different operating systems, apps and traditional display ads can make it extremely difficult to gain a holistic picture of ad success. This session will explore cross-device measurement challenges as well as solutions currently being used and what the future will hold, including:

• With today’s technology, how can publishers and advertisers gain a true cross-channel view of ad performance?
• How are publishers measuring mobile ads across iOS, Android, mobile Web, and display?
• Industry associations like the MMA have developed best practices for measurement. Are they being used to the fullest? Do they need to be updated/refined? Do they reach across channels and devices?
• What metrics are currently being used to measure cross-channel ads? How do we see this changing in the next 1-2 years?