When examining the customer journey, it is clear that cross device targeting is essential for any effective campaign. Indeed, a majority of senior marketers surveyed by the IAB earlier this year confirmed that cross-device audience recognition is an area that is getting considerable attention in 2018.

However, the targeting of those devices remains an area where advertisers are still seeking better solutions. In this pursuit, many advertisers are turning to a blended tactic, targeting both households and the consumers within.

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