if you track it, they will come tracking multi-device users

IF YOU TRACK IT, THEY WILL COME TRACKING MULTI-DEVICE USERS

Ernie St. Gelais Co-President/CTO, LinkConnector

• Boston Sports Fan• 3 Super Bowls & 2 World Series• Father of 3 Boys• New Grandfather• Avid Pokemon Go Player• Air Force Veteran

ABOUT ERNIE ST. GELAIS

• Boston Sports Fan• 3 Super Bowls & 2 World Series• Father of 3 Boys• New Grandfather• Avid Pokemon Go Player• Air Force Veteran

ABOUT ERNIE ST. GELAIS

MOBILE’S IMPACT ON MULTI-DEVICE USAGE

MOBILE’S IMPACT ON MULTI-DEVICE USAGE

WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD

WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD

Pew indicates that 66% of Americans own at least two of the primary digital devices – smartphone, desktop/computer, or tablet

MOST POPULAR DEVICES USED TO SEARCH THE INTERNET

EMERGING DEVICES DEVICES USED TO SEARCH THE INTERNET

and 36% own all three.

Source: Global Web Index

HOW IS MULTI-DEVICE TRACKING DIFFERENT?

CAN TRACK

CANNOT TRACK

WHAT IS THE TECH BEHIND MULTI-DEVICE?

• There are two primary competing methodologies: Deterministic and Probabilistic• Implementations are usually one of two types: Device or Platform

• Any implementation requires substantial data accumulation and aggregation in order to build user profiles

• Most networks can’t do it alone, requiring Data Partners (both affiliates and merchants)

DETERMINISTIC VS. PROBABILISTIC

Source: Affiliate Window

Deterministic

• Definitive user identification• No assumptive calculations• Cross device identification• Desktop and mobile cookies• 100% accurate

Probabilistic

• No user identification• Assumptive based tracking• Varied data sources• More reach• Less accurate

DEVICE VS. PLATFORM

HOW DOES IT WORK?

RedShirt.com

HOW DOES IT WORK?

COOKIE DEVICE USER ID

C0001 Phone 1234

C0002 Tablet 1234

C0003 Desktop 1234

C0001

C0003

HOW DOES IT WORK?

C0001

C0003

CAN TRACK

MULTI-DEVICE CONVERSIONS

12/1/20

15

12/8/20

15

12/15/2

015

12/22/2

015

12/29/2

015

1/5/20

16

1/12/20

16

1/19/20

16

1/26/20

16

2/2/20

16

2/9/20

16

2/16/20

16

2/23/20

16

3/1/20

16

3/8/20

16

3/15/2

016

3/22/20

16

3/29/20

16

4/5/20

16

4/12/20

16

4/19/20

16

4/26/20

16

5/3/20

16

5/10/20

16

5/17/20

16

5/24/20

16

5/31/20

16

6/7/201

6

6/14/2

016

6/21/20

16

6/28/20

16

7/5/20

16

7/12/20

160.000%

5.000%

10.000%

15.000%

20.000%

25.000%

CLICK TO EVENT DIFFERENCES

0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Multi-Device

Days

0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Traditional

Days

0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%2.00%4.00%6.00%8.00%

10.00%12.00%14.00%16.00%18.00%20.00%

Multi-Device

Days

0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

Traditional

Days

PROMOTION TYPE DIFFERENCES

Content4%

Coupon27%

Display68%

Loyalty0%

Multi-DeviceContent

8%

Coupon69%

Display21%

Loyalty2%

Traditional

Comparison9%

Content20%

Coupon51%

Display10%

Loyalty5%

Search5%

TraditionalComparison

5%

Content32%

Coupon25%

Display22%

Loyalty5%

Search12%

Multi-Device

WHY IS MULTI-DEVICE TRACKING IMPORTANT TO YOU?

• Affiliate promotion• User activity• Aggregated user info

• Conversion % increase• Channel value

WHAT SHOULD YOU BE DOING?

• Be a part of the movement. Does your favorite network offer multi-device tracking?• Contact your affiliate network (Adbrain, Affiliate Window, LinkConnector) about how

they do multi-device tracking and how you can participate.

Ernie’s Favorite!

QUESTIONS (FIRE AWAY)

THANK YOU!

• Ernie St. Gelais• Co-President, CTO• LinkConnector Corporation• ernie.st.gelais@linkconnector.com