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 ...

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 ...

Between cookie deprecation, browser changes that limit attribution, new data laws and the potential loss of addressable open exchange inventory, it’s clear that data and identity are the most ...

The basic problem of a theory of truth approximation is defining when a theory is “close to the truth” about some relevant domain. Existing accounts of truthlikeness or verisimilitude address this ...