Deduplication

The process of identifying and removing duplicate data entries from databases and audience segments within AdTech platforms.

Duplication arises when advertisers run campaigns across multiple AdTech platforms simultaneously. Because each platform may assign its own cookies or device IDs to the same user, that individual can appear as multiple distinct records across systems. Deduplication reconciles these overlapping identifiers so that a single user is counted once — keeping audience segments accurate and preventing inflated reach or frequency metrics.