GLOSSARY

The practice of linking activity from two or more devices to the same person, household or profile.

It can reduce fragmented reporting and improve frequency management, attribution and continuity across web, app, connected television and other environments.

A signed-in customer researches a service on a phone and later converts on a laptop; an authorised identity system associates both events with one customer profile for journey reporting.

Probabilistic links can be wrong, shared devices can conflate people, and deterministic identifiers do not remove privacy obligations. Transparent notice, lawful processing, consent where required, security and user controls are essential.

Systems create a device graph from deterministic signals, such as authenticated account use, or probabilistic signals, such as shared networks, timing and behavioural patterns. The resulting links support cross-device measurement, audience management and experience coordination.