In the US alone, each consumer is exposed to 5,000 paid ads per week totaling 260,000 per year. Marketing Evolution tracks every touchpoint delivered to every consumer, and categorizes over one million distinct touchpoint types. This totals 83.2 trillion data points.
Some of the touchpoints can be directly mapped to individual people. These are known as deterministic matching. Other touchpoints are tracked by syndicated media companies based on a sample of people that have a deterministic match. This sample of people is projected to the total population. This is known as probabilistic matching.
This paper addresses three topics: