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How Cross-Device Identity Matching Works

  • Gartner, Wednesday, September 21, 2016 6:52 AM
Gartner releases a blog post that shows a cross-device identity case study involving mobile demand-side platform Adelphic. Cross-device identity matching firm Drawbridge, best known for its cross-device identity matching solution, pointed out to Gartner that there are "two problems the marketer must solve to perform a successful cross-device identity match" identifying a single device and matching that device to a person. Match a device to a person "is the way marketers try to map devices and browsers to the same consumer to improve personalization and measurement," according to the post.

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