Deduplication (or de-duping) results is an action that occurs to the reports for CPA campaigns, and means ensuring that two different companies don’t both get paid for the same sale. For example if a user sees an ad on two different sites, one after another, and then goes and buys the product, assuming the advertiser is paying on PI conversions, then theoretically both sites have earned commission. Advertising Agencies therefore have to de-dupe the data to ensure that only the last place a user saw the ad gets paid.
Author: Justin Driskill
Justin is the founder of The Online Advertising Guide and a freelance Digital Projects Manager.