Developing a Holistic View of the Individual


Krux's Cross Device Identity Management solution employs both deterministic data and probabilistic algorithms to accurately and anonymously identify individuals as they engage with content across various devices and screens. 

  • Deterministic Data: declared first-party data, consisting of volunteered information such as logins and registrations, are used to map digital presence and journeys.
  • Probabilistic Algorithms: when the user information is unknown or partial, their approved digital signals are combined and statistical inference is used to formulate a complete picture from incomplete information.

When it comes to the accuracy of probabilistic algorithms, truth-set size matters––the bigger the truth set, the more accurate the prediction. With Krux, you have access to the world's largest neutral truth set, which means highly precise results.