Nick Jordan, the SVP for Global Strategy at Tapad was recently interviewed by eMarketer’s Lauren Fisher about cross-device targeting. The motivation? Cross-device tech isn’t just for internet and smartphones anymore — now it’s moving into relatively untapped arenas like television and the internet of things (IoT).
What trends does Jordan see?
“When we talked last year, we spent the vast majority of our time thinking about display advertising, maybe video advertising and then the major three digital devices of the computer, laptop, and tablet,” said Jordan.
And now?
“We’re really starting to expand beyond display and video … so we’re doing a lot more with television and the internet of things and connected devices,” he explains. “At the high level, the philosophy of reaching consumers — not individual devices — stays the same, but the application of cross-device is just growing like a virus into other places where it hadn’t existed before.”
TV has changed, asserts Jordan.
“The first thing you do when you pull a new TV out of a box is you hook it up to the internet so you can get all the widgets and firmware updates and accept a privacy policy,” he said. “So largely televisions are just digital devices now. They exhibit all the same properties as a computer in that they’re connected to the internet and you can understand behaviors on those devices.”
And the Internet of Things (IoT) is right there with TV.
“The internet of things is such a broad category. I don’t think there’s going to be a one-size-fits-all approach to this, but what I expect to see in the next year or so is a lot of the hardware manufacturers — and this is actually true of television as well — are going to see that being in the hardware business is not terribly fruitful but there are a ton of interesting data points their devices may enable that will allow them to monetize that beyond the hardware itself,” Jordan asserted.
The entire interview is well worth a read. You can check it out here.
