What are the implications of cross-device tracking on conversion metrics for Bing Ads versus Sizmek's attribution tools?

Cross-device tracking is the process of tracking user activity and behavior across multiple devices, such as smartphones, tablets, and desktop computers. This technology allows marketers to gain a more comprehensive understanding of the customer journey, including how users interact with their ads across different devices before converting.

When it comes to conversion metrics, cross-device tracking can have significant implications for both Bing Ads and Sizmek's attribution tools. Here are some potential impacts to consider:

1. Improved accuracy of conversion metrics: Cross-device tracking can help improve the accuracy of conversion metrics by allowing marketers to track user activity across multiple devices. This can help ensure that conversions are not being double-counted or missed altogether, which can lead to more accurate attribution and better decision-making.
2. More comprehensive view of the customer journey: Cross-device tracking can provide a more comprehensive view of the customer journey by allowing marketers to see how users interact with their ads across multiple devices. This can help marketers identify key touchpoints in the customer journey and optimize their ad campaigns accordingly.
3. Better attribution modeling: Cross-device tracking can also enable more sophisticated attribution modeling, which can help marketers understand the role that different devices and ad interactions play in the conversion process. This can help marketers allocate their ad spend more effectively and optimize their campaigns for maximum ROI.
4. Differences in cross-device tracking capabilities: It's important to note that there may be differences in cross-device tracking capabilities between Bing Ads and Sizmek's attribution tools. For example, Bing Ads offers cross-device tracking through its Universal Event Tracking (UET) tag, while Sizmek offers cross-device tracking through its Peer39 device graph. Marketers should carefully evaluate the cross-device tracking capabilities of each platform to ensure that they are getting the level of insight and attribution accuracy that they need.
5. Privacy concerns: Cross-device tracking can raise privacy concerns, as it involves collecting and analyzing data about users' online behavior across multiple devices. Marketers should ensure that they are complying with all relevant privacy laws and regulations, and should be transparent with users about their data collection and usage practices.

Overall, cross-device tracking can have significant implications for conversion metrics in both Bing Ads and Sizmek's attribution tools. By providing a more comprehensive view of the customer journey and enabling more accurate attribution modeling, cross-device tracking can help marketers optimize their ad campaigns and improve ROI. However, it's important to carefully evaluate the cross-device tracking capabilities of each platform and to comply with all relevant privacy laws and regulations.