Farrell Gjesdal has partnered with a number of mobile ID matching services to conduct deterministic matching, the most accurate match process available. A mobile ID match functions in much the same way as a cookie match with the elimination of the middle step (appending a cookie to a profile once an action is taken). Unlike cookies, mobile IDs are persistent (they don’t change or expire with time), meaning you won’t see variance in the sizes of your audience pools, and you can have 100% confidence in who you are reaching.
Similar to the mobile ID, direct matching is possible with those channels on which users are given a unique platform ID – think Facebook and Google. Also a deterministic matching approach the accuracy of this method is 100%.
Probabilistic matching, though less accurate than deterministic matching enables advertisers to increase scale while still maintaining a level of confidence that multiple devices belong to a single individual. Used in combination with deterministic approaches, this can be a very successful strategy. Our partners have tested several different probabilistic providers to whom we can push any of our digital segments.