At what confidence level does cross-device information become useful?

Cross-device information becomes useful at all confidence levels, but it's essential to consider the associated uncertainty. This means that even with lower confidence levels, insights can still be derived from data about user behavior across multiple devices. However, the interpretation of this information should be approached with caution due to the potential for inaccuracies.

By recognizing uncertainty, marketers can adjust their strategies and decision-making processes accordingly, allowing them to leverage cross-device data for targeting and personalizing user experiences, even when complete certainty is not achievable. This adaptability is crucial in a programmatic advertising context, where variability in data quality is common and can significantly impact campaign performance.

The other options suggest limitations that do not align with the practical applications of cross-device data. For instance, claiming cross-device information is only useful at very high confidence restricts its applicability, while stating it is relevant only for high-value transactions ignores the broader utility of such data across various campaign types. Similarly, the idea of relying solely on aggregated data undermines the value of individual device insights, which can still offer beneficial details about user interactions.