Google has finally introduced cross-device targeting feature for marketers. Using the feature, marketeers can now target users across devices. This is a very important development as the marketers constantly asked Google to bring something like this into action. Notably, Google hasn't previously supported cross-device retargeting. To date, an advertiser was not able to retarget a customer on a desktop device (unless he visits) if he comes to advertiser's mobile site.
After cross device retargeting in place, the user will be listed twice. In addition, the frequency capping and negative list exclusion is set at the browser or mobile ID level on each device.During the launch, Brad Bender, VP of display and video advertising at Google, said announced the shift in a blog post, he wrote:
“We’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices.”
The cross device retargeting feature, however, will be limited to the signed-in users. Until now, Google mainly focused on solving the attribution problem of tracking conversion activity that span across several devices with metrics and reporting.
By bringing on this change, Google aims at offering advertisers a way to focus more on message delivery and sequencing, instead of managing ad frequency at the platform level. The cross device retargeting feature comes three years after Google's estimated cross-device conversion metric feature launch. The feature will go live for global advertisers in over the next few months.