In a recent AdExchanger editorial titled: “Deterministic Data Isn’t What It Seems“, LiveIntent CEO Matt Keiser debunked the predominant industry rhetoric that Deterministic data is the end-all be-all. This view simply isn’t true.
We live in a complex world where everyone has multiple email addresses, devices, and facets to our personality. Marketers need to adopt methodologies that take all this into account. That means not just relying on one deterministic indicator for targeting, measurement, and attribution.
LiveIntent is able to create Identity Graphs for customers, and Matt’s inspiration for the piece was when he examined what the Identity Graph looked like for him, as an individual. He was surprised and alarmed to find eight deterministic hashes…three of the emails were his, plus an email for his CFO, system administrator, daughter, son, and father. Alarm became concern, and then gave way to excitement as he dug further into the metadata surrounding each pair. His personal and work email were seen frequently, the others were seen much less, or never.
Read the original article, published on AdExchanger, to learn how marketers can compete with the triopoly. Facebook, Google, and Amazon are able to harness their own platform’s creation of metadata, yet don’t share it with marketers to do as they see fit.