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Cross-Device amplification allows customers to leverage person- and household-level links during targeting to expand the available inventory and reach for a given segment. Our cross-device partners, TapAd FreeWheel ID Network and LiveRamp, are able to unify devices around two types of ‘link’:

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Cross-device can be applied at the Campaign or Line Item levels, and can be used to extend the reach of targeted segments. For example, if a user’s cookie ID is in a segment being targeted, then Beeswax will enable the Line Item to identify and target bid requests coming from any of the devices that TapAd FreeWheel ID Network or LiveRamp has linked to the cookie ID in question.

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If you’re interested in using Cross Device with Beeswax, please reach out to Beeswax Support to enable Cross-Device Amplification for your Buzz key. You can be enabled for TapAdFreeWheel ID Network, LiveRamp, or both. Please also let Support know if you would like to be enabled for cross device extension on 1st party segments or both 1st and 3rd party segments

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• LiveRamp -- LiveRamp's graph is based on their Identity Link ID (IDL) and is deterministic, which requires multiple data points to say an ID is the same person or household. It is recommended for campaigns that require high accuracy.
  TapAd -- TapAd's graph is probabilistic, which does not require as many data points to say an ID is the same person or household. It is recommended for campaigns that require high scale. For further details see here
  
• FreeWheel ID Network - Rapid privacy changes such as increased regulations and the depreciation of third-party cookies, device IDs, and IP addresses make it difficult for marketers to reach their target audiences, manage delivery, and measure outcomes. To overcome such challenges, FreeWheel’s Identity Network creates interoperability across various industry ID solutions, third-party IDs, and customer first-party identity assets to simplify workflows and enable privacy-safe, identity-enabled transactions. 

Beeswax users utilizing FreeWheel’s Identity Network get a unified view of audiences across all supply pools and have the ability to scale addressable campaigns, accurately manage reach and frequency, and measure outcomes.

FAQ

Q: Can I use cross-device in Advanced QPS Filtering?
A: Yes! If you are contracted for Advanced QPS Filtering, ensure your Beeswax Customer Success Manager enables your traffic to include Cross-Device extended traffic.

Q: Can I use cross-device for attribution? Frequency capping? Reach reporting?
A: Yes, we support Reach Reporting and Frequency Capping for LiveRamp and TapadFreeWheel ID Network. See here to learn more.

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Q: Do we plan on adding other cross-device vendors? Can I use Drawbridge?
A: As of now, only LiveRamp and TapAd is FreeWheel ID Network is supported, but other vendors may be added in the coming quarters.

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