Cross-device: It’s the Holy Grail for Advertisers but Will It Be a Holy Headache for Privacy Lawyers?

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Presented at PracticalPrivacySeries 2014 by

Mary Callahan

David Wainberg

Alexis Goltra

This is the future: Marketers will identify the same consumer across different screens, devices and media and integrate advertising campaigns across channels. It’s not just mobile and desktop. It’s using a game console, watching video on a smartphone, watching TV, connecting to the Internet through a TV, using an app or mobile web, or even listening to radio. Many consumers today use at least three connected devices, if not more. Companies want to identify what each screen is best for as people use different devices for different purposes at different times of day and in different locations. What methods are being used to link consumers across devices? The third-party cookie is of limited use for the cross-platform world. Some companies use PII as the key to mapping devices but that only scales for big players. What’s next for cross-screen tracking? Will it be transparent? If this is still in its infancy, how can the CPO help bake in Privacy by Design today for tomorrow’s digital media business?