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 ...

Do you know the difference between probabilistic and deterministic audience data — and how people are using these different types of data to build more effective marketing and advertising programs?

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 ...