IAB FYI SERIES:
THE RISE & REALITIES OF CROSS-DEVICE
As the cookie crumbles in an increasingly mobile world, cross-device seems to be the answer brands and agencies have been searching for. But it’s still early days, and there are plenty of barriers.
There’s a need for brands to consolidate disparate first party data sets and negotiate the terms of access with agency partners. The industry-wide drive for near-perfect tracking and targeting precision might just end up being the domain of a few walled gardens. While other solutions in the market might just crack under increasing user scrutiny and tightening legal regulations.
How can brands build better ways to navigate an increasingly mobile Southeast Asia? This FYI Session will take a deep dive into the heart of cross-device matters.
Registration starts at 2.30pm
3:00pm - Welcome and Introduction
3:05pm – Starting Point: Tracking the Mobile SEA
As the cookie crumbles in an increasingly mobile world, cross-device seems to be the answer brands and agencies have been searching for. Where does Southeast Asia sit on the cross-device tracking scale and how mature are the models at play? How does a brand factor in cross-device considerations as part of the wider approach to engaging with the omnichannel consumer?
3:25pm – Cast Your Net Wide: Developing a Cross-Device Strategy That Works
It’s still early days, and there are plenty of barriers but one thing’s for sure – getting your cross-device strategy right at the start will be critical. This presentation will provide an overview / framework for developing your strategy, look at measuring the accuracy of tracking, along with some questions to ask your Cross-Device Vendor.
3:45pm – Rocky Road: Pains and Realities of Cross-Device Attribution
How can brands unlock the ability both to understand whom each customer is and what their journey looks like across multiple channels, creative formats, browsers and devices? The proverbial coup de grace of cross-device marketing and measurement is delivered by the one-two punch of a cross-device mapping solution working in tandem with an advanced attribution platform. But how rocky is the road ahead?
Moderator: Saumya Mohata, Asia Digital Lead - Oral & Wound Care, Johnson & Johnson
4:30pm - Closing Remarks
Miranda Dimopoulos, CEO & Ambassador to SEA, IAB Singapore