People, not devices: Audience buying in a cross-device world | May 2017

Sectors: 
Media
Mobile
Technology
Telecoms
TV
Companies: 
Channel 4
Facebook
Google
ITV
LinkedIn
Sky
Twitter
Yahoo

Cross-device identity profiles are used to stitch together fragmenting online ad audiences, but also to enable new links between advertising and marketing, across European markets

This moves value from media itself to understanding each consumer and how they access content and services on proliferating connected devices

By 2020 we predict that 58% of all UK online ad buys by value will make use of high-quality audience IDs, led by the largest advertising platforms but limited by privacy regulation and cost

Access People, not devices: Audience buying in a cross-device world