In the world of digital marketing, data privacy is a key concern for both consumers and advertisers. With the advent of probabilistic ID, marketers have found a solution that ensures anonymity while enabling identity resolution, audience targeting, cross-device tracking and mobile advertising.
If you're new to the concept of probabilistic ID, you may have some questions. In this post, we'll answer the most popular ones.
Probabilistic ID is a technique that uses statistical inference to identify a user across multiple devices by analyzing data points such as browser type, IP address, location and device type. It creates a unique identifier for each user based on the likelihood that the user is the same person across different devices.
Probabilistic ID creates a probability score for each user based on multiple data points such as IP address, browser fingerprint and location. These scores are then compared across different devices to determine if they belong to the same user.
The benefits of probabilistic ID are many. It enables identity resolution across multiple devices, which allows marketers to create more accurate audience segments and target them with relevant ads. It also enables cross-device tracking, which helps advertisers understand how users interact with their brand across different devices. Finally, it enables mobile advertising by allowing marketers to identify users who only use mobile devices.
Deterministic ID uses a unique identifier such as an email address or phone number to identify a user across multiple devices. While deterministic ID is more accurate than probabilistic ID, it has limitations because not all users provide that information or use the same email address or phone number across different devices. Probabilistic ID addresses this limitation by using statistical inference to identify users without relying on a unique identifier.
Probabilistic ID does not violate privacy because it does not use personally identifiable information (PII) such as name, email address or phone number. Instead, it uses non-PII data points such as browser type, IP address and location to create a probability score for each user.
Advertisers can use probabilistic ID to create more accurate audience segments, target them with relevant ads and measure the effectiveness of their campaigns across different devices. They can also use probabilistic ID to enable cross-device tracking and mobile advertising.
Probabilistic ID is a powerful tool for marketers that enables identity resolution while preserving data privacy. As the advertising landscape continues to evolve, probabilistic ID will become increasingly important.
