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.
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.