Which is better – deterministic data or probabilistic data? It’s a trick question because the answer is “both.” Even Google – whose first-party cross-device logged in user base likely trumps anything ...

This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing ...

AI transformation cannot be "AI for everything." Successful enterprises focus on a limited set of high-impact use cases with measurable outcomes.

Cross-device tracking is the latest Holy Grail of digital advertising. At stake is the marketer’s ability to recognize the same consumer when he or she interacts with a brand, whether that interaction ...

Cramming AI into your deterministic operating model Is a recipe for failure.

Do you know the difference between probabilistic and deterministic audience data — and how people are using these different types of data to build more effective marketing and advertising programs?

New AI agent capability delivers instant, audit-proof answers to any GTM questions grounded in governed revenue data ...