Adelphic's identity benchmark makes the case for deterministic — but the fine print matters
Adelphic claims deterministic identity matching outperforms probabilistic by 3–5x on CTV inventory. That's a big number. We read the methodology to see if it holds up.
The headline finding — 3–5x better match rates with deterministic identity graphs on CTV — is tested against three independent measurement providers, which is more rigor than most benchmarks in this space show. The comparison across desktop, mobile, and CTV is genuinely useful for anyone evaluating cross-device strategies.
The caveat worth noting: the benchmark tests Adelphic's own graph against generic probabilistic approaches, not against other named deterministic providers like LiveRamp or UID2 specifically. That framing lets the numbers look better than they might in a direct head-to-head. The publisher-provided ID adoption rates by vertical are the most useful part of the document — hard data that's difficult to find elsewhere.