Experian has introduced a tool that it says can help brands connect Mobile Ad IDs (MAIDs) with digital and offline identity attributes to help determine customer identity.
The tool combines machine-learning algorithms and deterministic and probabilistic techniques.
The objective is to “more reliably connect these digital identifiers with offline attributes and provide a more relevant advertising experience, and doing so in a privacy-compliant manner,” states Kevin Dean, president and general manager of marketing services, North America for Experian.
According to Experian, the new service sifts through billions of identity signals and data elements, including MAIDs, from numerous internal and external sources.
Brand marketers can use it for analytics, audience segmentation, activation and measurement.
The solution, developed in collaboration with Experian DataLabs, will be available via Experian’s MarketingConnect, an identity resolution platform that helps brands connect disparate data sources, the company says.
Experian claims that users can improve their match rates and scale when attempting to connect consumer and household identities.
Dean notes that “with more and more customers relying on mobile devices, an individual’s digital identity has evolved.”