There’s a wide range in the quality of ID graphs available today.
While using a high-quality ID graph can dramatically improve the effectiveness of your marketing efforts, using a low-quality ID graph can result in subpar performance, wasted advertising budgets and misleading analytics leading to erroneous strategic decision making.
When evaluating an ID graph provider’s solution, one of the most critical components is the reliability of their validated data.
Every identity graph provider has to validate its probabilistic matching algorithms, made from a list of device pairs (device IDs and cookie IDs) known to be used by the same individual, typically based on identical login data used across different devices.
Each pair of validated data is identified by a unique user ID. Different pairs may be associated with the same user ID should more than two devices are determined to be in use by a single user.
Oracle Data Cloud’s Director of Data Science, Audrey Thompson, discusses this as well as a deeper explanation of probabilistic and deterministic matching in “The identity graph: Why quality matters for targeting.” She says, “The reality is that all links within an ID graph are not created equal and no link can be assumed to be a hundred percent correct.”
Even the so-called “deterministic” link of a mobile ad ID to an email address can be incorrect … “Deterministic” cannot be assumed to be correct all the time.
This means all linkages are “probabilistic” and while some connections are highly likely to be correct, others are lower quality and will be wrong more often.
It’s important to first understand that every ID graph provider—even those with large sets of “deterministic” matches—needs to incorporate probabilistic matching approaches. This is because of two main reasons:
It’s clear that deterministic data cannot be blindly trusted to be accurate. If a vendor trains its matching model against data that's unvalidated, it is bound to get bad results. It’s garbage in, garbage out.
It’s important when choosing a provider to evaluate not only the amount of linkages but the quality behind them. At Oracle Data Cloud, we go beyond simply trusting the deterministic data we collect and use the power of our offline data assets to further ensure we are tying the correct devices to real people.
Consult with our team of data experts who can provide recommendations for any campaign objective using our best-in-class data solutions.
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