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 ...

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 ...

Amid the cacophony of noise surrounding header bidding at the moment, it's hard to remember a time when ad tech panels would debate the pros and cons of a deterministic rather than probabilistic ID, ...

A study comparing patient identification methods found referential matching delivered notably higher accuracy than traditional probabilistic algorithms. Using a gold-standard reference dataset from a ...