Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Beyond cookiesOne strategy for providing a better view of mobile users that Essence is taking with itsclients is to bring IP addresses into the measurement mix, especially for campaigns thatspan devices. Done correctly, such a strategy can help prove mobile‘s contribution.―With the right selection parameters, we see this as a potential solution to the crossdevicechallenge - for a user watching connected TV, a Wi-Fi connected tablet is themost likely conversion point,‖ Mr. Shebbeare said. ―We are increasingly able to tie thoseevents together, and to design robust experiments that prove the incremental lift we‘regenerating.―Of course this whole question is not really about mobile at all,‖ he said. ―It‘s about yourphone but also your console, your set top-box, your tablet, your ereader and quitepossibly your computer as well.―Cookies are a shrinking part of an increasingly complex equation, and we all need to beready to work with hybrid technologies.‖149