Which is better – deterministic data or probabilistic data? It’s a trick question because the answer is “both.” Even Google – whose first-party cross-device logged in user base likely trumps anything ...

Cross-device tracking is the latest Holy Grail of digital advertising. At stake is the marketer’s ability to recognize the same consumer when he or she interacts with a brand, whether that interaction ...

Between cookie deprecation, browser changes that limit attribution, new data laws and the potential loss of addressable open exchange inventory, it’s clear that data and identity are the most ...

The basic problem of a theory of truth approximation is defining when a theory is “close to the truth” about some relevant domain. Existing accounts of truthlikeness or verisimilitude address this ...

Richie Etwaru, Co-founder & CEO of Mobeus, is an evangelist for the probabilistic math revolution and a pioneer in emerging technologies. For most of business history, systems followed deterministic ...

Dynamic Probabilistic Risk Assessment (DPRA) represents a significant evolution in the evaluation of nuclear power plant safety, integrating time-dependent models of system evolution with stochastic ...