We typically see a digital match rate that approximates the number of households where devices reside. Platform match rates are optimized for ID match and activity factors. If some IDs match but do not meet the platform activity criteria, they will not show up in your estimated audience size.

For example, if you have a million devices in your digital audience size, representing 500,000 households, you can expect to get an estimated audience size of around 500,000-600,000.