Cross-device, cross-channel identification is a hot topic these days. A newly launched platform from ZenithOptimedia and NinthDecimal, for instance, relies on that capability for scoring which ads from which channels on which devices led you to walk into a store. It then adds the resulting real-world foot traffic to its user profiles.

“Tracking devices to the user-specific level and tracking users to the device-specific level and uniting these data sets is pretty huge for digital marketing,” Parks Associates’ research analyst Glenn Hower pointed out.

From the article "Oracle brings the real world’s data to its Marketing Cloud" by Barry Levine.

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