Reaching the same consumer across multiple screens is a simple concept, but it requires complex technology to execute. Though complicated, it is important that advertisers understand how it works so they can feel confident their cross-screen execution is providing the desired efficiencies. In our second segment of Decoded (check out the first one here), we dig into device bridging and some of the ways a consumer can be identified across screens in a privacy-friendly way.
Millennial Media maintains its own proprietary device map. First we isolate devices that co-exist in a single household by monitoring billions of daily network ad requests on our network, and eliminate IPs for certain factors like high request volumes. Next, a sample of these bridges is vetted by a more precise but lower volume connection that we get from our publisher partners, revealing a logged-in user across two different devices. The result is a highly accurate map that connects consumers across screens and powers the Millennial Media Path suite of cross-screen advertising solutions.
Don't forget to check out Part One of the series!
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.