Which is better – deterministic data or probabilistic data? It’s a trick question because the answer is “both.” Even Google – whose first-party cross-device logged in user base likely trumps anything ...

When you consider the primary appeal of digital marketing -- being able to measure, in real time, how your advertising is performing -- using deterministic data seems like the only reasonable choice.

Cross-device tracking is the latest Holy Grail of digital advertising. At stake is the marketer’s ability to recognize the same consumer when he or she interacts with a brand, whether that interaction ...

Over the last several years, the TV industry has taken big strides to become more data-driven. There is no question that technology has improved and innovations have made the video advertising ...

Get honest, in-depth coverage of media, marketing and TV, delivered to your inbox daily. Sign up for the Digiday Daily Newsletter here. “Deterministic” and “probabilistic” identity data have become ...

This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing ...

Hightouch’s new AI-powered identity resolution service lets marketers ‘toggle’ confidence levels for more precise or broader reach – all within their own data warehouse Marketers frustrated by ...