Lotame CEO Andy Monfried tells WIT Strategy‘s Bill Brazell about the two methods of cross-device targeting: deterministic and probabilistic. Companies like Lotame make matches using unstructured data nuggets to tie devices together — relying on location, IP, and browsing habits to make it likely the two devices are linked. Lotame works on a number of political campaigns with Targeted Victory, and is seeing a lot more TV viewership tied to mobile devices than it had expected by this point. Monfried says that “2016 is the first political election where more money will be spent *off* of TV in the early going.”
Music: “Morning Rays” by Jim Duffy. Used with permission.