Why Cross-Device

Why does Simpli.fi use the Cross-Device Graph ? Most people have multiple devices, such as Connected TV devices, desktop computers, smartphones, and tablets. These devices have different types of valuable data for advertising. For example, desktop computers and mobile browsers provide valuable addresses of websites users visit and the keywords used, but rarely can send latitude and longitude information.

The mobile in-app environment and sometimes tablets can provide information on the latitude and longitude location of the user, which is critical to targeting users for any product using a location component. Connected TV devices deliver ads at a relatively permanent location, and generally do not have latitude and longitude events.

Many devices can link to a household in some way. Desktops and laptops link to the household using keywords and websites visited. Mobile devices can link to the household using either keywords and websites visited or latitude and longitude information from applications used. Connected TV devices have a viewing history and an IP address. This data allows the Connected TV device to link to the household and thus to the other devices.

Important

Households may have multiple Connected TV devices, but when an ID is assigned by Simpli.fi , all Connected TV devices in the household will share it because it is based on the IP address.

Simpli.fi's Cross-Device Graph uses two methods to link all devices of a household together:

• Deterministic : These methods are typically based on login information. If a user logs in to a website on their mobile device, and then logs into the same website from their desktop device, we can easily determine that those devices belong to the same user. The deterministic component has almost 100% accuracy.
• Probabilistic : These methods are based on the behavior of devices, such as websites visited, keywords searched, and shared location information. These methods may also include an IP address with an assigned ID (from Simpli.fi) for Connected TV devices. When a high probability of confidence is achieved that two devices belong to the same user, a link is made in the Cross-Device graph. The probabilistic component is maintained, monitored, and tracked, leading to a 92%-96% accuracy year-round.

Once the data is compiled, the Cross-Device Graph allows Simpli.fi to show all devices linked in a household. When a Connected TV device is linked to a mobile device, clients can then track user movement and see that the Connected TV device user, via the linked mobile device, has entered a Conversion Zone and converted. New data is added to the graph as it becomes available, which improves the quality of the conversions and makes analysis and optimization easier and more useful.

While all campaigns have the ability to target OTT/CTV conversions, the Cross-Device Graph feature works best with Addressable Geo-Fencing campaigns. These campaigns can serve OTT/CTV ads on Connected TV devices, which are then cross-referenced to mobile devices. The mobile devices then appear in the Conversion Zone and show that the ad was successful in driving the user to the Conversion Zone.

An example of how the Cross-Device attribution functionality works for OTT/CTV : You own a quick-service restaurant and want to drive business through your doors. You have delivered ads to a targeted group of customers through their web searches, and, through the Cross-Device Graph information, you have delivered to their cell phones. You want to reach them one more time, and the OTT/CTV Cross-Device attribution shows they have a Connected TV device. You deliver the video ad there as well. The next day, a certain number of the targeted users (you know who they are from their mobile ID) enter your restaurant. The campaign was successful.