Learn more about the largest deterministic graph for activating people-based marketing anywhere. Accurately measure ROI and improve your bottom line. Figure 3 Comparing Deterministic Vs. Probabilistic Proved Reserves. For example, lifestylewebsite.com is able to recognize Angie because she has a user login to the site. 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Build better products with embedded identity resolution. We affirm this approach is imperative to executing people-based marketing, and our customers agree. Read previous posts from our audience series: This article was written by Lexie Pike, product marketing manager at SpotX. We work with preferred partners, such as Drawbridge and Tapad, to layer these probabilistic capabilities on top of our graph. THE destination for marketing technology thought-leadership and events. LiveRamp uses device groupings from probabilistic links to expand our deterministic matches. LiveRamp Enhances Identity Infrastructure to Include Unified ID 2.0, RampUp: Worldwide Virtual Summit – Watch On-Demand, personally identifiable information (PII), Conquering the Basics of Account-Based Marketing. Watch Now: An Introduction to LiveRamp Identity, Featured Case Study: Fitbit achieves 2x higher return on ad spend without cookies. Leverage your first-party data in the digital and TV ecosystems. Deterministic identity solutions complement probabilistic graphs for reach expansion and incorporate probabilistic corroboration for incoming deterministic data. This data is generated through collecting, a user’s browsing behavior and comparing them to deterministic data points. As you can see, both deterministic and probabilistic data are necessary to fuel these modern marketing initiatives. The reason first party data is so valuable is because it can be. When using probabilistic methodologies, a deterministic vendor can and should filter incoming linkage data sources. What Are Cookies and How Do They Work on Desktop Vs. <> There are two primary methodologies used to resolve devices to consumers: probabilistic and deterministic. Deterministic data: Information about people that is known for sure Deterministic data is digital facts about people that we trust are 100% true. Deterministic Identity Methodologies create device relationships by joining devices using personally identifiable information (PII) , such as email, name, and phone number. Now that we’ve covered the different types of data modeling, next week we’ll explore the differences between audience buying and contextual buying. This means that the majority of first party publisher data falls in the deterministic category. Probabilistic data modeling identifies users by matching them with a known user who exhibits similar browsing behavior. Although it is not certain that you are reaching your exact user or household you desired, it is likely and your best bet when a deterministic match is not available. This fragmented, device-based customer data footprint creates a tremendous challenge for marketers seeking to deliver personalized experiences across channels. Indeed, framing the debate as  probabilistic vs. deterministic matching neglects to take into account that these methodologies complement each other. Mobile? However, that does not mean that probabilistic isn’t valuable. Probabilistic data modeling identifies users by matching them with a known user who exhibits similar browsing behavior. What is Deterministic and Probabilistic Data Modeling? A3.3 Excavation - Uncertainty related to characteristic shear strength Uncover omnichannel insights and make actionable and informed decisions on your business or marketing data. If a publisher possesses data about a user through a login, the publisher can definitively identify the user next time he or she visits or logs in. Learn how our technology powers programmatic video across all screens. Crucially, these facts will never change and the probability that they are true will always be 100%, thus they provide a solid foundation for a multitude of applications in online marketing. The reason first party data is so valuable is because it can be determined true or false. An algorithm can use this data point in combination with others to infer that the friend’s device does not belong to the same household. However, that does not mean that probabilistic isn’t valuable. This means that the majority of first party publisher data falls in the deterministic category. Uplevel your data strategy with our neutral infrastructure.