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 ...

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 ...

Here’s a deceptively simple exercise: Come up with a random phone number. Seven digits in a sequence, chosen so that every digit is equally likely, and so that your choice of one digit doesn’t affect ...

Richie Etwaru, Co-founder & CEO of Mobeus, is an evangelist for the probabilistic math revolution and a pioneer in emerging technologies. For most of business history, systems followed deterministic ...

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 ...

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 ...