Understanding  Probabilistic ID

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.

What is Probabilistic ID?

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.

How Does Probabilistic ID Work?

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.

What Are the Benefits of Probabilistic ID?

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.

Is Probabilistic ID More Accurate Than Deterministic ID?

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.

Does Probabilistic ID Violate Privacy?

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.

How Can Advertisers Use Probabilistic ID?

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.


  1. "Probabilistic Matching in Search Advertising" by Deepak Agarwal and Bee-Chung Chen
  2. "The Future of Marketing: Strategies from 15 Leading Brands on Mastering the Digital Age" by Nicholas Johnson
  3. "Data-Driven Marketing with Artificial Intelligence: Harness the Power of Predictive Marketing and Machine Learning" by Magnus Unemyr
  4. "Privacy in the Age of Big Data: Recognizing Threats, Defending Your Rights, and Protecting Your Family" by Theresa Payton
  5. "The Personalization Paradox: Why Companies Fail at Personalization (And How to Succeed)" by Rob Ristagno
Copyright © 2023 Affstuff.com . All rights reserved.