When we talk about data matching rates, we’re referring to the proportion of records shared between two separate databases, most often those of individuals. In other words, it’s the percentage of similar elements observed when comparing these two sets of information. For example, in a retail media data enrichment campaign, a matching rate of 30% would indicate that 30% of the advertiser brand’s customers were identified in the retailer’s customer database. It’s therefore a key metric for assessing the quality and relevance of the data matching. To delve deeper into this topic, it may also be helpful to consider the concept of [missing information].