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Future of TV Briefing: CTV identity matches are usually wrong | ATDb

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Future of TV Briefing: CTV identity matches are usually wrong

Future of TV Briefing: CTV identity matches are usually wrong

DigidayFebruary 11, 2026Tim PetersonRead original

Last updated Feb 11, 2026 by RSS Ingestion

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This week’s Future of TV Briefing looks at a Truthset study showing the error rate for matches between IP and deterministic IDs like email addresses can exceed 84%.