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Marketers know that consumers shift devices throughout the day, engaging with their brands by visiting a website, watching a video, downloading an app, making a purchase, or completing any other measurable conversion event. To reach these consumers wherever they are to drive brand interactions, marketers have long relied on deterministic, or login-based, approaches to reach consumers across devices.

But that approach is changing as a new method makes inroadsand allows marketers greater flexibility.

Deterministic has long been associated with the large social networks and Internet properties. These networks use consumer-provided data, including personal information such as phone numbers, home addresses, birth dates, family members’ names, interests, sexual orientation, political views and even medical history and credit card numbers. Solutions that rely on this kind of data have been thought to be the most accurate, so marketers bet on the deterministic model.

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