Predictive matching by Branch is a matching system used for attribution and link matching. It uses an industry-unique, anonymous, predictive algorithm that incorporates historical attributions to deliver high accuracy matching where there is no universal ID.
How it works: Predictive matching is fueled by the persona graph, which allows Branch to leverage longer periods of time to make more accurate match predictions. Pieces of metadata (e.g., historical IP addresses and browser cookies) are connected to an anonymous user persona over time, which can then be used to improve accuracy when a match is needed (e.g., to deep link, or perform an attribution). Importantly, this allows us to improve accuracy both when making a match, and when deciding not to make a match.
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