Best Practice Report

Q&A: Everything Marketers Need To Know About Match Rates

June 1st, 2018
Susan Bidel, null
Susan Bidel
With contributors:
Mary Pilecki , Joe Stanhope , Joanna O'Connell , David Novitzky , Christine Turley


Match rates are the metric used in onboarding to measure the quality of a marketer's first-party data as compared to onboarders' truth sets. Because these rates can vary from vendor to vendor, range from low to high, and are subject to change, marketers are often left wondering if they are working with the best vendors and making the best use of their data. B2C marketers should read this report to understand what match rates are, how they are determined, why they decline, how they affect their media buying tactics, and how to maximize the power of their first-party data.

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