Probabilistic Modeling

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 modeling.

At its core, probabilistic modeling is any form of attempting to connect a browser user to an app user without having 100% certainty that they are the same user.

Note: Historically, MMPs have also used the term “fingerprinting” as a name for what is more accurately described as “point-in-time probabilistic modeling.” However, probabilistic modeling does not form a persistent ID, and MMPs do not use this technique to share or combine personal user information across companies.

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