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 ...

This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing ...

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 ...

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 ...

The paper starts with the distinction between conjunction-of-parts accounts and disjunction-of-possibilities accounts to truthlikeness (Sects. 1, 2). In Sect. 3, three distinctions between kinds of ...

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 ...

Sam Barnett is the CEO and co-founder of Struq. According to research by Time Warner, users switch between devices an average of 27 times a day. For any advertiser that wants to target you with ...