• by Ben Frederick  @mp_benfred, October 6, 2015

Beintoo, a mobile tech company, announced a partnership with Tapad, a cross-device targeting firm to extend their audience and offline attribution within their BeAudience and BeAttribution platforms.

Beintoo will now extend their proprietary geo–behavioral data from mobile to consumer’s other related devices, based on people’s offline interests and intent.

Within the BeAudience Platform, Beintoo clients will be able to view audiences across mobile phones, tablets, desktops and connected TVs, allowing for cross-device re-targeting within partner platforms.

On the BeAttribution platform, Beintoo will leverage Tapad’s cross-device data to provide offline attribution analysis. With a cross-device view, Beintoo clients will benefit from measurement insights on the impact each digital touchpoint has on driving store visitation.

Tapad’s Device Graph leverages both probabilistic and deterministic data modeling for cross-device attribution. The accuracy of Tapad’s data was recently confirmed by Nielsen to be 91.2%. According to a statement, Tapad has 650% more scale than any other independently verified company.

Facebook's Atlas rolled out cross-device conversion attribution in 2014, and Google's DCM is beta-testing it right now. Many marketers stick with last-touch attribution because it is familiar and simple.

However, as cross-device tracking becomes more feasible based on quality data and better technology, last-touch attribution is slowly being phased out and multitouch, multichannel, and multidevice attribution models have taken a front-seat role in many revised strategies. That mind-set is starting to bleed over from digital into print, TV and radio advertising.

Much of the conversation today revolves around how much weight to put on each point of the consumer path to purchase/conversion.