In B2B marketing, the buying journey is complex and non-linear. Decision-makers in your target accounts (the "buying committee") constantly switch devices, researching solutions on mobile during transit and reviewing proposals on desktop during office hours.
When you consider targeting shoppers with a similar pattern, you are looking for a campaign targeting approach that involves reaching users across multiple devices. Cross-device targeting helps you engage the same user as they switch between their phone, tablet, desktop, or other devices, providing a more seamless and consistent advertising experience.
Why Opt In?
Opting in to Cross-Device Tracking allows AdRoll ABM to track and target key decision-makers as they use different devices. This is crucial for maintaining account engagement and accurately measuring the impact of your ABM efforts.
Key benefits of Cross-Device Services for Account-Based Marketing:
- Buying Committee Coverage: Reach stakeholders on their personal and professional devices, ensuring your message is seen even when they aren't at their desks.
- Unified Account Journey: Track and target the same website visitor as they use different devices such as desktops, laptops, tablets, and mobile phones.
- Better Attribution: Connect ad views on one device to form fills or conversions on another, giving you a truer picture of your campaign influence.
- Increased ROI: Eliminate wasted spend by frequency capping across devices, rather than just per browser/device.
- CRM Targeting: Augment our Contact Targeting service which allows you to market to known contacts by securely uploading your list of contact IDs or connecting to your CRM or MAP.
How to Enable Cross-Device Services
You can enable this feature directly from your AdRoll ABM settings.
- Log in to the AdRoll ABM dashboard.
- Go to Settings > Data Collection.
- Click on Opt-ins.
- Find the Cross-Device section.
- Check the box to "Enable Cross-Device Services".
Enable Cross-Device Data Collection
By using this service, You allow us to derive and store a hash of plaintext emails collected from your sites which is added to our Cross-Device Asset to power our ABM Services. You are required to disclose this activity in your privacy notice. You may opt out of hashed email collection from your sites by deselecting this option, however, this may impair the functionality of the ABM Services. Please reach out to support or your account manager for more information. For more information, please refer to our Terms of Service and Privacy Notice Requirements.