How Simpli.fi’s Cross-Device Technology Unifies CTV Targeting & Reporting

13
Sep
2022
09/13/2022

Over the past few years, consumers have run to CTV streaming formats for TV viewing. And advertisers aren’t far behind. A recent study stated, “Roughly $1 in $3 spent on TV advertising will go to CTV in 2025, up from less than $1 in $10 in 2019.” Yet, many ad platforms struggle to unify CTV efforts across consumers. Learn how Simpli.fi’s cross-device technology makes this possible.
 

THE COMMON CHALLENGES EXPERIENCED WITH OTHER CTV PLATFORMS

Let’s go back to elementary school for a minute. Do you remember the game “This or That?” You have two options, like ketchup or mustard. And you must decide which one you’d rather have. In a similar fashion, many platforms invested in CTV today play the same game.

With these platforms, advertisers sometimes answer “this or that” for key campaign components. For example, you can have precise targeting or transparent attribution. But you’ll struggle to find a CTV partner who offers both at scale.

Why is it challenging to find a platform that offers both? That’s because it requires significant development work. Unifying superior targeting and attribution efforts requires robust technological solutions. With Simpli.fi’s cross-device graphing technology, we unify CTV targeting and reporting. And that provides advertisers with these necessary components via a rapidly-growing media format.
 

HOW SIMPLI.FI OFFERS ADVERTISERS UNRIVALED CTV TARGETING & REPORTING VIA OUR CROSS-DEVICE TECHNOLOGY

Simpli.fi’s cross-device technology identifies all devices linked in a household. That includes smartphones, desktops, laptops, tablets, and CTV devices. We recognize these web-connected devices via various data signals. To unify web-connected devices with accuracy, we use two primary methodologies:

  • Deterministic
  • Probabilistic

With a deterministic method, we identify users primarily through app login credentials. This method offers almost 100% accuracy. If a deterministic application does not apply, we use a probabilistic approach. This method looks at data signals like common web and content consumption. And it matches these factors across devices with shared locations. We then create positive links for a single user across devices with 96%+ accuracy.


ASSESSING THE VALUE WE CREATE FOR ADVERTISERS VIA OUR CROSS-DEVICE TECHNOLOGY

What does all this mean? With a superb rate of accuracy, Simpli.fi targets and reports on user activity across devices. We unify our targeting and attribution efforts down to the user level. This leads to an enhanced approach in our audience targeting and insight reporting.

Via cross-device, Simpli.fi reaches more users with a high level of confidence. We can take precise targeting methods across various devices for the same user. Those methods include using factors like keywords, locations visited, websites visited, and more. Paired with unified reporting, we attribute online and offline behaviors to those metrics. Track online actions or offline store visits, no matter your media type.

Where cross-device becomes most useful is with our CTV advertising. Simpli.fi can target custom audiences with CTV ads. We can provide unduplicated reach using high-impact targeting methods. And we can track online and offline actions by users who see those ads. All this, and more, is made possible via our superior cross-device technology.
 

INCREASE YOUR CTV PERFORMANCE WITH SIMPLI.FI’S UNIFIED TARGETING & REPORTING CAPABILITIES

Stop playing “This or That” and start unifying your targeting and reporting efforts. With Simpli.fi, advertisers access the technology needed to make this possible at scale. We’re built to drive performance with highly-targeted audiences across CTV, among other media types.
 
 
 
Ready To Take Advantage Of Simpli.fi’s Cross-Device Technology?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.