Adtech pairing Adbrain and Media iQ have partnered to offer the former’s cross-device targeting capabilities to media planners using the AiQx platform. This is a move that comes as trade bodies are moving to better advise members with tailoring media plans across different screens.

AiQx is Media iQ’s media planning tool which helps advertisers compose media plans based on audience updates in real-time, thus reducing their reliance on panel-based data, with the Adbrain integration meaning it can better help them with messaging across different devices.

John Goulding, Media iQ, global product director, said this integration, plus the 25 data points powered by artificial intelligence (AI), that inform the AiQX insights will help advertisers “discover diverse insights about their target audiences”.

Gareth Davies, Adbrain, chief executive officer, added: “Both Adbrain and Media iQ have strong foundations in AI technology which has strengthened our collaboration, allowing both companies to continue to innovate.”

The tie-up comes a week after the IAB published a paper dubbed Mobile Identity Guide for Marketers, underlining the importance of the emerging practice, and also comes as numbers suggest that ad spend on wireless devices neared the $10bn mark in Q1.

The report is designed go help marketers develop a strategic approach to cross-device identity management, and breaks the practice into two components: the targeting; and measurement of ad campaigns.

The guide addresses challenges advertisers are now posed with given audiences’ increased use of wireless devices. These include: predictive modeling; audience amplification; frequency capping across devices; the relevancy of ad delivery to mobile users; as well as attribution.

Difficulties with the above activities are amplified given the reduced accuracy of cookies (the default targeting tool for advertisers on desktop) on mobile devices, and the report outlines the pros and cons of various methodologies used to anonymously match and map users and devices.

Marketers must become adept at mixing and matching a variety of solutions to effectively reach consumers with the right message at the right time, regardless of the device they are using, according to Anna Bager, IAB, senior vice president, general manager, mobile and video.

“This primer will help marketers develop strategic approaches to mobile identity management, so they can reach consumers with more relevant, device-specific creative,” she added.

“In this mobile-first, soon to be mobile-only, world, user-level identity management is now table stakes for brands and media companies.”