The ability to identify users across multiple devices, which allows for more accurate targeting.
I dislike that it's so expensive! It can also be difficult when you're doing some simple testing with your own data (e.g., using an app in one country but not another) because we don't have access to all our customer data globally. We use this product as part of our mobile attribution solution. Our customers are able to see what device their visitors used before they came to us, allowing them to target those people better.