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Cross Device Tracking

Digital marketers don’t need to be reminded that the modern consumer will flit between desktop, mobile or tablet multiple times on the path to purchase. Cross-device tracking technologies and platforms have been pioneered to enable companies to track consumers across devices and advertise to them accordingly. This tech will either work to a deterministic model, where publishers and platforms require users to sign in, or a probabilistic model, where information is aggregated and statistical models are used to infer who is using which device.