ActionX Launches Crossfire Cross-device Retargeting Solution

ActionX

ActionX has launched Crossfire, which it says is the first cross-screen data capture solution to accurately identify and engage consumers on mobile apps, mobile web and desktop web.

The company says it now has the capability to synchronise client data across multiple screens without the need for an SDK, capturing and streamlining all engagement across mobile browser, app, or web.

So how does it work? The new solution stems from something ActionX launched last September which offered its advertiser clients the ability to retarget consumers who had browsed their products via the brand’s mobile app.

So long as the user had logged into the app once, the company could tie the device used to log in with the user in question, in order to gather non-PII (Personally Identifiable Information) data to create segments and then serve relevant advertising to them. So a consumer who had looked at a pair of shoes in a retailer’s app, but not completed the transaction, might be served an ad for the same shoes within another app.

ActionX takes things one, or rather two, steps further by adding mobile and desktop websites to the mix. So now that same consumer browsing the same shoes in-app, on the web or mobile web can be retargeted with an ad for the shoes, so long as they have logged in to the app, site or mobile site at some point, in order to tie the device to the user, but in a non personally-identifiable way.

The inventory where the ads can be served comes from the ad exchanges, so equates, in the words of ActionX CEO, Evan Schwartz, to “hundreds of billions of impressions per month.”

The technology also helps in the attribution process, as a retailer can now see that the journey towards a transaction completed on the desktop website may have started in-app or on a mobile site.

“With ActionX, we now have the ability to implement tags in apps, mobile sites and desktop sites, roll up the data to one non-PII consumer ID and retarget across all screens,” Schwartz told Mobile Marketing.

Asked about the number of advertisers likely to use the solution, Schwartz said he expected between 40 and 50 campaigns to go live within the next couple of months.