Home > Legal Updates > Cross-Device Tracking and Consumer Protection: Is There More to the Story?

Cross-Device Tracking and Consumer Protection: Is There More to the Story?

In 2017, we are seeing an explosion of online marketers engaging in cross-device targeting, where data is used to identify users on one device to serve ads to them on a different device. This enables advertisers to pinpoint their consumers as never before. Now, they can capitalize on key moments of a consumer’s purchasing journey to keep the consumer engaged and, more importantly, to piggyback on those purchases. For example, a consumer purchasing a department store dress on her laptop may be seamlessly served an ad for matching shoes on her smartphone only a few minutes later.

Read More