More consumers are using multiple devices when researching and shopping online, which has an impact on mobile advertising and conversion tracking. A recent study by Google and Ipsos Media CT found that almost 40% of online shoppers start their research on a smartphone and make their final purchase on a computer or tablet.

Earlier this year, DoubleClick introduced cross-device measurement to help provide the total number of conversions influenced by a specific keyword, regardless of the device where the conversion occurred. For example, if a user clicks a mobile advertisement on their phone and then completes a purchase on a desktop computer, that can be measured to more accurately report on the value of search ads.

Now, bid strategies in the DoubleClick Search Performance Bidding Suite can use cross-device advertising conversion estimates to automatically calculate the mobile advertising bid adjustment that can help achieve campaign goals and maximize the impact of mobile ads.