Deterministic Matching

Personally identifiable information is used to make device matches when a person uses the same email address to login to an app and a website, creating cross-device linkage. As long as a user is logged in across devices, advertisers and publishers can use this unique identifier to target those users on multiple screens with near-perfect precision. (Source: 2015 AdExchanger, “A Marketer’s Guide to Cross-Device Identity”)

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September 26, 2017

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