Cross-Device Consumer Identification

Nowadays, a typical household owns multiple digital devices that can be connected to the Internet. Advertising companies always want to seamlessly reach consumers behind devices instead of the device itself. However, the identity of consumers becomes fragmented as they switch from one device to another. A naive attempt is to use deterministic features such as user name, telephone number and email address. However consumers might refrain from giving away their personal information because of privacy and security reasons. The challenge in ICDM2015 contest is to develop an accurate probabilistic model for predicting cross-device consumer identity without using the deterministic user information. In this paper we present an accurate and scalable cross-device solution using an ensemble of Gradient Boosting Decision Trees (GBDT) and Random Forest. Our final solution ranks 9^th both on the public and private LB with F0.5 score of 0.855.