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Device ID – the Sharpest Tool in our Media Mix

Recently, we've been able to expand the depth of insight provided by tagging a device ID pixel to our display advertising tactics, specifically for our tourism clients. This has expanded our learning so we can track not just how the device ID advertising buy performs, but how well other digital partners (Expedia, TripAdvisor, GasBuddy, etc) are contributing to visitation. With this approach, rather than capture devices in a specific area, we simply add the tracking pixel, then track who saw those ads and came to the market. While this can’t be executed for search and social, it works very well for our display and some of our video campaigns - anything that can be clicked and directed to the website. Clients that have taken advantage of this expanded capability have leveraged valuable insight on top-performing media partners based on total visits as well as ROI based on spend levels for each of those vendors.