In CLickZ: What it is and why the hype? Most of us today use multiple devices. " ... Cross-device targeting, the ability to serve targeted advertising to consumers across multiple digital devices, is an emerging technology challenge and will be a hot topic this year and beyond.
Cookies and mobile IDs (UUID, Apple’s IFDA, etc.) allow advertisers to track and serve targeted advertising to uniquely identifiable users but only on a single device or even on a specific app where the ID or cookie is available. Broadly speaking, cookies enable targeting on desktop and laptop browsers and mobile IDs enable targeting on smartphones, tablets, and apps. ... "
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