DMA Member Companies Working To Solve Cross-Device Marketing Challenges

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DMA’s Cross-Device ID Project Goes on Tour this Fall, Set to Release Template RFP and other Tools for Industry Use


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"When there’s an innovative technology that buyers want to buy and sellers want to sell, we are working to make it easier for the marketplace to successfully do business together.” Thomas Benton, DMA's CEO

Today’s consumers are increasingly cross-device in their media consumption, and have come to expect a seamless marketing experience that reaches them wherever and however they connect. While marketers, agencies and publishers are keen to deliver this consumer experience, more than 75% of DMA members surveyed said their organizations lack a clear enough understanding of cross-device marketing and media technologies to implement these capabilities with confidence.

To tackle this challenge and improve the cross-device marketing ecosystem, DMA’s Cross-Device ID (XDID) Structured Innovation Program has brought together marketers, media buyers, ad sellers and XDID solution providers, with the goal of elevating the market’s XDID “IQ”, reducing implementation barriers, and ultimately making it easier for XDID buyers and sellers to do business with confidence.

“DMA’s membership is a marketplace of buyers and sellers, as DMA is the only association that represents the entire marketing and advertising ecosystem,” says Thomas Benton, DMA’s CEO. “DMA’s job is to make it easier for this marketplace to grow and thrive and to take the friction out of the transaction between the buyer and the seller. When there’s an innovative technology that buyers want to buy and sellers want to sell, we are working to make it easier for the marketplace to successfully do business together.”

Earlier this year, DMA launched its Cross-Device Structured Innovation Program, and quickly signed on top executives from prominent brands such as LiveRamp, Oracle, MediaMath, MRM//McCann, Colgate-Palmolive and others as key project leaders.

“This group of companies, some of whom compete head-to-head, all came together to accelerate the promise of XDID technologies. The group saw that if done right, all boats would rise,” explained David Kohl, DMA’s Structured Innovation Program Leader and CEO of Morgan Digital Ventures. “Both sides of the buy-sell transaction recognized that there needs to be a new level of clarity, and that better buyer and seller relationships will accelerate the seamless marketing and media outcomes that cross-device technology enables.”

Cross-device technology has the potential to revolutionize the modern marketing campaign. “With 60% of digital interaction time on smartphones or tablets and 40% on a PC, you can’t really understand the consumer unless you can make that connection across different devices,” says Kurt Hawks, ‎Head of Cross-Device & Video at Conversant.

“If you think about it, we haven’t been doing people-based marketing basically since the advent of the internet. We’ve been marketing to devices,” says Jeff Smith, Chief Marketing Officer at LiveRamp. “The ability to recognize the people behind the devices changes that dynamic, allowing the industry to bridge this gap and deliver coordinated, relevant messages in cross-device marketing initiatives.”

In a survey of DMA members, almost all survey respondents indicated that they are in the market for high-quality cross-device identity solutions, but do not have the expertise and confidence to differentiate between the options available in the market today. As part of DMA’s XDID program, DMA member companies are collaborating to develop an RFP template that outlines the questions marketers, agencies and publishers should be asking cross-device vendors before selecting the best choice for their needs. DMA’s cross-device RFP template will include simple language terms and definitions that everyone in the identity-based marketing and media ecosystem understands.

“Important terminology is defined differently by different parties in the cross-device ecosystem and buyers don’t often know how to ask the questions that will prompt relevant responses for their individual use-cases and desired outcomes,” explained Philipp Tsipman, who leads MediaMath’s ConnectedID product line.

“The train has left the station with people-based marketing,” said Ajit Thupil, Business Lead for the Oracle ID Graph. “Done right, marketers and publishers can deliver an efficient and effective advertising experience that is more impactful and less disruptive for the consumer. We joined DMA’s XDID Advisory Council to be among the industry’s leadership accelerating that promise.”

DMA’s XDID Structured Innovation Program launched in June, and is going on tour to share the fruits of its efforts. At three events in the fall of 2016, DMA will preview the draft RFP to drive industry conversation on cross-device technology, and to provide the marketing and media industry with the opportunity to comment and improve the template. Dates and locations are as follows:

  • At Advertising Week in New York City on September 26th, DMA will present a tactical workshop on the truths and lies on identity-based marketing and media, delivering the tools for marketers to get the most out of their cross-device strategy.
  • At DMA’s &THEN in Los Angeles, October 16-18, five XDID Advisory Council members will share first-hand experiences implementing cross-device identity strategies, providing lessons for marketers to take away to their identity-based marketing campaigns.
  • At DMA’s Mobile Marketing Day in New York City on November 9th, a panel of experts will explore why identity-based marketing and media is critically important in engaging today’s multi-device connected consumer, and how standards accelerate this capability in the marketplace.

Marketers, agencies, publishers and solution providers interested in more information on DMA’s Cross-Device ID Structured Innovation Program can contact David Kohl at

About DMA ( Founded in 1917, DMA is the community that champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s membership is made up of today’s leading tech and data innovators, brand marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem – from demand side to supply side – DMA is uniquely positioned to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data; innovating to bring solutions forward for marketers’ most vexing challenges; educating today’s marketers to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.

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