Glossary/Privacy & Identity/Cross-Device Tracking
Privacy & Identity
Cross-Device Tracking
Recognizing the same person across phones, computers and TVs, using logins (deterministic) or statistical signals (probabilistic), for targeting and attribution.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Cross-device tracking is recognizing the same person across phones, computers, tablets and TVs. It relies on logins and other exact identifiers, known as deterministic matching, or on statistical signals such as IP address and device type, known as probabilistic matching. It supports frequency control, targeting and attribution across a customer's devices.