The pattern that connects the same person across phone, laptop, tablet, and other surfaces. Combines deterministic signals (shared logins, hashed email matches) with probabilistic signals (device graphs, behavioral fingerprints) depending on consent state and data availability. Required for any recipe needing continuity of context across the customer's actual device usage rather than treating each device as a separate user.
The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.
Recover the abandon that happened on the phone and the purchase that continues on the laptop, as one customer rather than two
Target CTV from your own customer segments and measure the reach you actually added above linear, rather than buying impressions on faith
Connect the same person across phone, laptop, and tablet using signals you can stand behind, with an honest fallback when you cannot
Resolve several people at one address into a household where the buying unit is the household, without letting one member's data quietly drive another's experience
Use probabilistic signals when deterministic identifiers are absent, carrying the confidence bound forward so the systems acting on the match know whether they are reading a high-confidence resolution or a guess