Tapad claims cross-channel tracking protects privacy


In 2014, Tapad claimed its system for matching consumers across multiple devices protected privacy because it relied on probabilistic matching rather than a deterministic approach that builds on personally identifiable information. The deterministic approach relies on logins - for example, an individual who logs into Facebook from several different devices provides all the information Facebook needs to link the devices together. By contrast, Tapad claims to be nearly as accurate by analysing clues on each device that makes it possible to predict which devices belong to the same individual. Over time, the company claimed, the patterns its algorithms spotted and their resulting predictions would become stronger.


tags: Tapad, cross-channel linking, Telenor, advertising, Facebook

Writer: Tyler Loechner

Publication: MediaPost

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