Probabilistic Matching

When performing app install attribution or deferred deep linking, it is necessary to match a user in a mobile web browser to the user on the app post-install. Since there are no common identifiers between mobile web browsers and mobile apps, attribution and deep linking companies must rely on probabilistic matching.

At its core, probabilistic matching is any form of attempting to match a browser user to an app user without having 100% certainty that they are the same user. The most popular form of probabilistic matching is device fingerprinting.

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