Accuracy is a core tenet of identity resolution. In this context, it's all about continuously verifying people’s identities across all their channels and devices to ensure you know who you're talking to.
Many marketers fail to realize that it's easy to not do accuracy well or get it wrong. For example, you could think you’re messaging multiple people, when you’re actually messaging the same person with the same ad on all of their devices.
To explain this concept more, our SVP of product management, Dave Scrim, shares the two most important things to know for ensuring your programs have accurate identity.
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