How cross-device tracking without customer data platform works

Cross-device tracking is the process of following a user's activity across multiple devices, such as their smartphone, tablet, and laptop. This can be used to create a more complete profile of the user and their interests.

There are two main ways to do cross-device tracking: with a CDP or without a CDP.

Cross-device tracking with a CDP

A CDP is a software platform that collects and stores customer data from all sources, including website visits, app usage, and social media activity. This data can then be used to create a single view of the customer and their interests.

To do cross-device tracking with a CDP, the retailer would first need to identify the user across all of their devices. This can be done by using a variety of methods, such as cookies, device fingerprinting, and IP addresses. Once the user has been identified, the retailer can then track their activity across all of their devices and use this data to create a more complete profile of the user and their interests.

Cross-device tracking without a CDP

It is also possible to do cross-device tracking without a CDP. This can be done by using a variety of third-party tracking solutions.

One common way to do cross-device tracking without a CDP is to use cookies. Cookies are small pieces of data that are stored on a user's device when they visit a website. Cookies can be used to track a user's activity across multiple websites.

Another way to do cross-device tracking without a CDP is to use device fingerprinting. Device fingerprinting is a technique that uses a variety of device-specific characteristics, such as the browser type, operating system, and installed fonts, to create a unique identifier for each device. This identifier can then be used to track a user's activity across multiple devices.

Advantages and disadvantages of cross-device tracking without a CDP

There are both advantages and disadvantages to cross-device tracking without a CDP.

Advantages:

• It is relatively easy to set up and implement.
• It can be used to track users across a variety of devices, including smartphones, tablets, and laptops.
• It can be used to create a more complete profile of the user and their interests.

Disadvantages:

• It can be less accurate than cross-device tracking with a CDP.
• It can be more difficult to manage and control.
• It can be less compliant with privacy regulations.

Conclusion

Overall, cross-device tracking without a CDP can be a useful tool for retailers who want to track users across multiple devices and create a more complete profile of their interests. However, it is important to be aware of the limitations and potential risks of this approach.