Multi-device is a way of referring to the behaviours of users that consult several devices to access the internet and interact with brands. For example, a user might use a smartphone, a computer, and a tablet to look for information about one single product.

This behaviour presents a challenge to advertisers and agencies that seek to retrace users’ steps. Cross-device browsing, similar to multi-device, is a real issue for tracking today, as it requires brands to be able to reconcile interactions with the same user across multiple devices.

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