Deterministic matching is a digital advertising strategy employed by various entities in the digital advertising ecosystem, such as publishers, advertisers, and ad tech platforms. It entails the capability to unequivocally recognize an individual user across multiple devices by linking one or more pieces of enduring data to that person, thus setting them apart from other users.
To illustrate, platforms like Google, Twitter, and LinkedIn, which necessitate user authentication for access, can leverage a user’s email credentials to enable deterministic matching across all the devices the user employs to log into these platforms.
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