Google will help you keep your conversations going
By Teamspirit on Wednesday, 28 September 2016
Google has announced plans to let marketers re-target people across devices for the first time.
Until now, if a user visits a site on mobile they can’t then be re-targeted on desktop. And if they do revisit the site on desktop they are effectively listed twice, causing problems for frequency and cost metrics. Google’s announcement changes this.
It follows their joint study with Ipsos, which revealed that 60% of online conversions in America start on one device and end on another. Now, advertisers using Google data will be able to help facilitate cross-platform conversions.
To begin with, cross-platform re-targeting will be limited to signed-in Google users, though with 1 billion people using Gmail a month alone this still represents quite a large initial roll out.