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probabilistic

What Are Deterministic and Probabilistic IDs?

Cookies are a foundational part of digital advertising, but their application is limited in a cross-device environment. Cookies are browser-specific, they aren’t supported in OTT, and they aren’t easily ported between mobile apps. Cookies, then, are just one type of identifier among several that go into targeting users across multiple…

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Probabilistic Identifiers and the Problem With ID Matching

Device fragmentation has had a complicated effect on publisher efforts to understand and target their audiences. Where once a publisher could easily track user behavior and deliver targeted advertising across a site – or network of sites – with the help of HTTP cookies, that tool is virtually useless today…

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