Many people these days tend to use more than one device to communicate with brands these days. Because of this, one of the most important data sets for marketers has been the cross-device ID graph.
These graphs determine things like which phone, computer and tablet are being used by the same person. This makes marketing between that person easier between the devices.
Recently, Adbrain upped the ante on its identity resolution solution, which they called Identity AI. Now, CEO Gareth Davies said that his company is “the first identity provider to use machine learning to traverse different dimensions of identity.”
“No one [else] has been able to understand how each individual comes together as a social unit, how my devices relate,” he said.
He’d said that previously, Adbrain and its competitors have focused on connecting multiple devices to an individual.
According to Davies, the machine learning that is employed to do so was trained with a given algorithm that directed which kinds of data should be given higher priority in creating a model for assigning ownership.
He said that his company’s enhanced Identity AI is, basically, setting its machine learning loose.