By Simon Bloom

It’s hard for online marketers to go five minutes these days without reading or hearing the phrase ‘match rates’. Just like the ‘engagement rate’ craze that came before it (and still very much remains in the marketers’ vernacular), match rates — i.e. the percentage of customers that can be targeted across multiple devices accurately — have become a key indicator of marketing success.

But there are those who adopt a more sceptical stance towards them. Terry Chen, product manager for Adobe Analytics Cloud, stated that match rates are not what they are cracked up to be, nor are they Read full story ›

Source: The Drum