DMA: Data and Marketing Association
Consumer Help

Cross-Device Identification (XDID): Knowing Your Customer, Not Simply Their Device

A DMA Panel at the Midwest Digital Marketers Conference



At a time when mobile device usage is outpacing traditional computing, it is no surprise that consumers are demanding seamless cross-device marketing and media experiences. The typical consumer connects to content and advertising across three or more media devices, and consumers are becoming accustomed to seamless cross-device experiences. Marketers and media companies strive – and struggle – to deliver on this growing expectation. The problem is that cross-device identity technology is still developing. And often, marketers, agencies and publishers – the buyers – aren’t fully aligned on what’s achievable from cross-device solution providers – the sellers. The Data & Marketing Association’s XDID Initiative has delivered impressive and actionable insights and tools to help bridge the expectation gaps for buyers and sellers of XDID – including common nomenclature and even an RFI template available to the industry. Learn more from this panel moderated by DMA XDID Initiative Leader, LiveRamp and a panel of XDID experts.



Moderated by: Dan Buckstaff

Head of Partner Marketing

Dan Buckstaff is LiveRamp's head of partner marketing, where he works with LiveRamp's ecosystem of 500+ partners to develop and execute co-marketing programs that communicate the value of people-based identity resolution combined with the unique value of each partner. At LiveRamp, he collaborates with a wide array of solution providers including targeting, measurement, and personalization companies. His prior experience includes leading companies delivering AI-driven personalized experiences, cognitive training solutions, and social targeting and monitoring.


Ajay Gupta


Ajay Started Stirista with a simple idea — giving companies marketing resources they need to drive online traffic to their websites. Expanded from one employee in a basement to three continents in five years. Today, our flagship B2B email product kindles almost every all data compilers and list brokers’ email campaigns. From data enhancement to data verification to email deployment and licensing, we offer the one-stop shop for modeling and acquisition campaigns.

In the digital space, every major digital ad network utilizes Stirista’s data either directly or via one of our resellers. We helped over a dozen Fortune 500 companies, over fifty agencies, and hundreds of small businesses.


Eric Nelson

SVP & Media Director

Eric has spent his 20+ year career working with brands such as Welch’s, Hardee’s, Harrah’s Entertainment, Monsanto, Michelin, and a small town at west he can’t talk about since what happens there, stays there. His experience combines both B2B and B2C in categories such as travel, CPG, retail, agriculture, healthcare, and utilities.

Currently, Eric is Sr. VP, Media Director with DICOM Marketing Service’s overseeing the company’s strategic planning for brands locally, nationally, and internationally across all media channels. DICOMs focus is to partner with brands and agencies to make big data both actionable and accountable. Tying true ROI metrics with real-time attribution modelling, and delivering measurable results.

In addition, Eric is a co-founder of 314 Digital, a non-profit organization dedicated to keeping the digital marketing community in St. Louis connected and educated. He is also an Adjunct Instructor at the University of Missouri St. Louis teaching Digital Media Strategy and Tactics.


Jameson O’Guinn

Senior Solution Architect

Jameson O’Guinn is a Solution Architect for the Adobe Marketing Cloud. He helps his clients build roadmaps and organizational plans to meet their business objectives and deliver value from their marketing technology investments. He previously worked as a Senior Consultant and Optimization Manager at Adobe, partnering with clients like Comcast, Bank of America, Marriott, and AARP to improve user experience and increase conversion rates.

Jameson holds a bachelor’s degree from the University of Illinois at Urbana-Champaign. He is a three-time winner of “most Irish name” at companies where he has worked. Jameson currently lives in Saint Louis and can often be found enjoying a cocktail at Blood & Sand downtown.


Karen Marchi

Manager, CRM Center of Excellence
Nestlé Purina

Dynamic marketing professional with expertise in digital and CRM strategy and technology. Adept at developing innovative programs that deliver meaningful experiences to consumers and value to the organization. Karen has a deep knowledge of CRM and has helped build a best-in-class enterprise solution for Nestle Purina Pet Care. As the CRM Center of Excellence, Karen is responsible for providing Purina brands with insightful, data enabled strategies and best practices to better understand their consumers and optimize their experience across channels. A highly-motivated and performance-driven professional with a passion for data and technology.