• What may surprise many advertisers is that they themselves are actually sitting on a key piece of data that will make universal IDs a truly powerful marketing tool.
  • The issue is not that advertisers can’t figure out cross-device attribution with a user ID, it’s that the correct data source hasn’t been made available to the marketing team yet, so they haven’t been able to connect the dots.
  • Many brands are already experimenting with taking offline data files and bringing them online to target those consumer profiles – this is simply going one step further, and taking offline sales data and connecting it back to the targeted cross-device profiles.

    Source: http://www.adotas.com/2018/01/universal-id-attribution-requires-advertisers-import-offline-data/