Cross-Device tracking will become more prevalent
More consumers are being individually identified by the devices they use on a daily basis. Historically, it’s been tough to track consumers across their multiple devices (cell phone, tablet, desktop), but with the help of social media, this will change drastically in 2016.
Platforms like Facebook, Google and Twitter can track their users who log into their accounts on each device. Additionally, these platforms are aware of the apps and websites they visit when you opt to log in via Facebook, or any other available platform. Opting to log in to an app or shop via social media gives these platforms access to the devices you use while improving their ad targeting.
This type of tracking is known as “deterministic” tracking – but there’s another type of tracking involved in the game. Probabilistic tracking – the use of complex algorithmic acrobatics to track users – is becoming increasingly more prevalent in targeted marketing. Companies who use this tracking are those who aren’t involved with the big game players – i.e., the big tech companies and social platforms. These groups collect data points – such as IP addresses, browsing patterns and location — and then run predictive tests to match the same user on multiple devices. According to some reports, this method has a 97.3 percent chance of accurately identifying users across multiple devices.