Cross-device advertising: How to navigate mobile marketing’s next big opportunity

Jon Buss

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 1, 73-79

Abstract: Cross-device usage is growing, and marketers wanting to target consumers effectively and efficiently must make the most of this evolving opportunity. This paper lays out strategies to bring advertisers closer to their goal: delivering the right ads, at the right time and to the right user in a bid to improve conversion. The paper also takes a look at exact versus implied-matching, technology and tracking, and the cross-device challenge.

Keywords: cross-device; mobile marketing; mobile; Criteo; advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/4832/download/ (application/pdf)
https://hstalks.com/article/4832/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:1:p:73-79

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().