For Cross-Device ID-ing At Scale, Probabilistic Only Game in Town

As the market has come to realize the importance of communicating with, personalizing experiences for, and analyzing the behavior of actual consumers — as opposed to disparate devices — the question of whether to use device maps based on deterministic or probabilistic matching often arises. The very conversation implies that there is a choice involved, while in reality there is none. If a company wants to understand which particular devices are being used by consumers on a large scale, probabilistic matching is really the only option.Deterministic matching determines the relationship between several connected devices (like smartphones, tablets and laptops), based on a person’s unique login credentials for a particular service.   Probabilistic matching accomplishes the same goal without relying on explicit login information, instead leveraging principles in data science and…


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