Leveraging common ID “IM-UID” to visualize advertising contribution across browsers and devices
CATS Inc., a group company of Geniee, Inc., announced the addition of a new Cross-Browser Attribution Report function to CATS, its proprietary advertising effectiveness measurement tool.
Background
As user behavior grows increasingly complex across smartphones, tablets, and PCs, accurately tracking the path from ad exposure to purchase has become a significant challenge. The accelerating phase-out of third-party cookies has further limited the effectiveness of traditional tracking methods, creating measurement gaps that reduce the accuracy of ROAS calculations and make it difficult to justify budget allocation and strategic decisions.
About the new feature
The Cross-Browser Attribution Report is an integrated measurement platform that tracks user behavior from ad exposure through to conversion across multiple browsers and devices. It addresses scenarios that conventional cookie-based measurement cannot accurately capture — for example, when a user clicks an ad in Chrome on a smartphone, later revisits it in Safari or on a separate device, and then converts.
To enable cross-browser user identification, CATS adopted “IM-UID,” a common user identification ID provided by Intimate Merger, Inc. — a data platform company operating one of Japan’s largest public DMPs. IM-UID enables the linking of third-party data across different domains without relying on third-party cookies.
Expected benefits
- Reduced measurement errors through comprehensive tracking across browsers and devices
- Clearer visualization of true advertising contribution
- Improved accuracy in budget allocation and creative optimization through a better understanding of cross-ad impact
Together, these capabilities allow advertisers to make more precise, data-driven decisions and maximize return on investment.
For product inquiries, contact CATS Inc. Marketing Department at marketing_div@markecats.co.jp or 050-5783-1173.