The Most Important Thing in Marketing Isn’t VR or AI

Cross-device identity data helps automated marketing and digital advertising be much smarter because it’s not just what devices people own, but who they are, what they do and where they do things.

In recent weeks, Google and Facebook–both undeniable juggernauts in digital advertising–have gotten serious about the latest craze in technology. It has nothing to do with Pokemon Go or custom photo filters, nor does it rely on a new console or platform. During New York’s Advertising Week, both companies announced new offerings in the realm of cross-device, with Google focusing on targeting and Facebook adding new reporting capabilities. So what’s all this fuss about cross-device?