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MobileMarketer: Advertisers must get over match rates in digital advertising

By now we have heard plenty of talk about “match rate” – that presumably all-important number that has been positioned to validate the quality of cross-device data. It is supposed to tell us how many audience members we can identify or match across various devices, so we know we are reaching that same person on different screens and can plan and measure campaigns effectively.

But there is a hidden pitfall to this apparently rational approach to cross-screen targeting that is keeping marketers from a far greater opportunity.

Ultimately, by focusing too much on match rates and the deceptive value of instant results generated from a matched set, marketers are actually standing in their own way, preventing the next big wave in targeting cross-screen audiences from taking off: consumer ID targeting.

Read more here.