Commentary

Vserv Serves Up Cross-Device Retargeting

Cross-device advertising stepped up to the plate in 2014, and ad tech platforms are continuing to gear up their platforms for a cross-device onslaught in 2015 and beyond.

Vserv, a mobile ad exchange, is the latest to join the party.

Vserv on Tuesday announced the launch of a retargeting product, called Vserv Smart RT. The company claims the new tech allows marketers to retarget desktop users on mobile sites and apps, and retarget mobile site visitors on third-party apps. Vserv says it will gather user behavior and intent data to create individual profiles that can then be targeted.

“Sustaining engagement with prospective buyers is one of the biggest challenges that all e-commerce companies face,” stated Sachin Kapur, head of marketing in APAC emerging marketing at Groupon. Groupon will evaluate Vserv’s new offering. 

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Earlier this year, I took this space to note that the phrase “cross-device retargeting” had entered adland’s verbiage, also known as the buzzword dictionary. In my own articles, I hadn’t used the phrase “cross-device retargeting” until February 2014, and this article marks the sixth time it has appeared in a Real-Time Daily article.

Perhaps I was a bit behind the times with the terminology; but there’s no denying that the notion of cross-device advertising has become more of a reality this year.

So I ask you -- what trend or buzzword will appear in 2015, and actually stick the way cross-devicing has?

The article has been updated to reflect that Groupon will be "evaluating" Vserv's new product and not necessarily using it as previously noted.

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