The challenge of tracking cross-device transactions is a critical one for all digital marketers, but for a channel premised on paid for conversions, it takes on a heightened importance.
Cross device tracking first came on the radar in 2011, when it became obvious that online users were regularly accessing links and content from publishers across more than one device.
As mobile traffic across the network grew at a disproportionate rate to mobile sales, the industry had a new challenge to be tackle: how to identify and match those users that view publisher websites on a different device to the one they use to make their purchase?
The inability to recognise the true value of publishers’ traffic is a clear threat to the affiliate marketing channel…
