AdTruth Unveils Cross-Device Targeting Platform; Pairs Device ID With Deterministic Data

AdTruth, a device identification tech firm that was acquired by data-driven marketing firm Experian nearly 18 months ago, is rolling out a new platform that it says allows marketers to identify consumers across devices.

Martin Gilliard, GM of North America at AdTruth, spoke with Real-Time Daily about the new platform, called AdTruth Resolve. He said it ties a device’s ID to identifiers associated with an individual, device or household.

“[There are] two types of ID,” explained Gilliard -- "deterministic and statistical."

“Devices are anonymous; devices are not deterministic information, [they are statistical]," he continued. "In order to make that relevant to a brand, [we] need to tie it to deterministic information.”

He said that’s what AdTruth’s new platform does: It takes a device's statistical ID and pairs it with deterministic IDs to create a profile. And depending now how many deterministic identifiers a brand has permission to, those profiles can then be targeted across devices.

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However, deterministic data is not required. AdTruth’s existing technology also uses probabilistic modeling to match profiles across devices.

Gillard asserted that the new platform respects current targeting opt-out options given to consumers. No secondary opt-out is needed on the consumer’s end, he said.

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