M A R T E C H I N T EL L I G EN C E R EP O R T

ENTERPRISE
IDENTITY
RESOLUTION
PLATFORMS:
A MARKETER’S GUIDE
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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Table of Contents

Scope and methodology......................................................................................2 Vendor profiles.....................................................................................................17

Identity resolution market overview.............................................................3 Acxiom...............................................................................................................17
Figure 1: U.S. spend on identity data, platforms and services, Adstra ................................................................................................................19
2018-2022E ...................................................................................................3 Amperity...........................................................................................................22
First-party data takes center stage...........................................................4 Experian............................................................................................................24
Figure 2: How will third-party cookie deprecation impact your FullContact.......................................................................................................27
use of data?......................................................................................................4 Infutor................................................................................................................29
Data privacy, quality and silos pose challenges....................................4 LiveRamp..........................................................................................................31
M&A activity heats up as identity resolution vendor market Merkle................................................................................................................33
expands.................................................................................................................5 Treasure Data .................................................................................................37
Figure 3: Publicly held identity resolution platform vendors Vericast .............................................................................................................40
and select transactions...............................................................................6 Zeta Global.......................................................................................................42
Enterprise identity resolution platform capabilities...............................7
Data onboarding...............................................................................................7
Identity graph.....................................................................................................8
Data privacy and compliance ......................................................................9
Third-party software integration ..............................................................9
Table 1: Select enterprise identity resolution platform
capabilities....................................................................................................10
Choosing an enterprise identity resolution platform...........................11
The benefits of using enterprise identity resolution platforms..11
Enterprise identity resolution platform pricing................................11
Recommended steps to making an informed purchase.......................12
Step one: Do you need an enterprise identity resolution
platform?...........................................................................................................12
Step two: Identify and contact appropriate vendors......................13
Step three: Scheduling the demo............................................................14
Step four: Check references, negotiate a contract..........................15
Conclusion..............................................................................................................16

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Scope and methodology

This report examines the current market for enterprise identity resolution platforms and the
considerations involved in implementing this technology. This report addresses the following
questions:

• What trends are driving the adoption of enterprise identity resolution platforms?
• Does my organization really need an enterprise identity resolution platform?
• What capabilities do enterprise identity resolution platforms provide?
• Who are the leading players in enterprise identity resolution platforms?
• How much do enterprise identity resolution platforms cost?

For the purposes of this report, the term “identity resolution platform” is defined as software
that integrates consumer identifiers across channels and devices in a way that is accurate,
scalable and privacy compliant to create a persistent and addressable individual profile. Identity
resolution platforms enable marketers to “close the loop” on customer marketing, analytics
and compliance with a comprehensive holistic view of activity across all of an organization’s
customer touchpoints and channels. Such identifiers can and should encompass both online
(device, email, cookie or mobile ad ID) and offline (name, address, phone number) data signals
and attributes.

Customer identity and access management (CIAM) platforms, which focus on securely
capturing and managing customer identity and profile data, as well as controlling customer
access to applications (through single sign-on), are beyond the scope of this report, as are
identity verification platforms that focus on fraud detection and prevention, risk mitigation and
authentication.

If you are considering licensing an enterprise identity resolution platform, this report will help
you decide whether or not you need to. This report is not a recommendation of any individual
enterprise identity resolution company, and is not meant to be an endorsement of any
particular product, service or vendor. None of the vendors profiled paid to be included in this
report. Vendors were selected based on their roles as industry leaders in enterprise identity
resolution or because their entire revenue comes from enterprise identity resolution software
and services.

Third Door Media conducted in-depth interviews with leading vendors and industry experts
in February and March 2022. These, in addition to third-party research, form the basis for this
report.

Editorial Adviser:
Kim Davis, Editorial Director of MarTech

Research, writing and editing:

Karen Burka, Senior Research Consultant, Third Door Media
Pamela Parker, Research Director, Content Studio, Third Door Media

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Identity resolution market overview

Consumer expectations for highly personalized marketing interactions have reached an all-time Two-thirds of
high. Two-thirds of consumers now expect companies to understand their unique needs and
expectations, according to Salesforce’s State of the Connected Customer report, and more than consumers
half always expect marketing offers to be personalized. Nearly three-quarters of consumers now expect
who say the COVID-19 pandemic impacted their priorities, also expect the companies they do companies to
business with to understand and address how their needs and objectives have changed. understand their
unique needs and
These insights are not lost on marketers: more than 90% acknowledge that their customers expect
a personalized experience, according to Salesforce’s Trends in Personalization research. In fact, a expectations.
whopping 99% of marketers agree that personalization enhances their customer relationships.
However, consumers are using a wide array of devices and online/offline touchpoints throughout
their purchase journeys, leaving marketers with the difficult task of trying to understand which
online devices and offline behaviors belong to a consumer, as well as who that consumer is.

As a result, identity resolution – the science of connecting the growing volume of consumer
identifiers to one individual as he or she interacts across channels and devices – has become
critical to marketing success and essential for compliance with data privacy laws. Each time a
consumer interacts with the brand – regardless of channel – identity resolution attributes a
different identifier to that individual. These identifiers can include an email and an IP or physical
address, as well as a mobile phone number, digital tag or cookie. The identifiers are then
“stitched together” and attached to a universal or proprietary ID.

Identity resolution platforms manage the process and maintain databases (a.k.a. identity
graphs) of persistent individual and/or household profiles based on multiple first- , second- and
third-party data sources. These platforms have become important tools for brand marketers
implementing people-based marketing strategies. Two-thirds of marketers surveyed by
Forrester say their identity resolution strategies have been in place for more than a year, and
many have begun to see a strong return on their investments. Overall U.S. marketing spend
on identity data, platforms and services is expected to increase 90% between 2020 and 2022,
reaching an estimated $7.3 billion, according to Winterberry Group (see Figure 1).

Figure 1: U.S. spend on identity data, platforms and services, 2018-2022E

$8.0
$7.3
$7.0

$6.0 $5.4
US$B

$5.0
$3.8
$4.0
$3.2
$3.0 $2.6
$2.0

$1.0

$0.0
2018 2019 2020 2021 2022
Source: Winterberry Group, Third Door Media

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

First-party data takes center stage

The ongoing deprecation of third-party cookies is further fueling interest in identity resolution
platforms, as marketers step up efforts to enhance their first-party customer data. Google The ongoing
announced plans to phase out third-party cookies in its Chrome browser in late 2023, while deprecation
Apple disabled IDFA, its mobile identifier for advertisers, and now requires users to opt in. Only
of third-party
about 20% of Apple iOS users have opted in to enable IDFA. The goal is to provide consumers
with more privacy protection tools. cookies is further
fueling interest in
The Internet Advertising Bureau (IAB) and Winterberry Group found that 60% of marketers identity resolution
plan to increase their use of first-party customer data in response to Google’s and Apple’s platforms, as
announcements (see Figure 2). More than one-third of marketers also say they will increase
marketers step up
their interest in third-party identity resolution solutions.
efforts to enhance
Marketers are also losing access to large pools of potential customer data due to the creation their first-party
of “walled gardens” by Google, Facebook and Amazon. These closed ecosystems enable the customer data.
marketplace providers to maintain control of user data. Marketers or advertisers are limited
to analyzing, modeling or segmenting data within the confines of the walled garden’s “privacy
sandbox” to launch new campaigns.

Figure 2: How will third-party cookie deprecation impact your use of data?

Increase spending/emphasis on use of first-party data 60%

Increase interest in third-party identity resolution solutions 38%

Increase efforts to build second-party data relationships 36%

Increase focus on developing custom/

36%
in-house identity resolution solutions

Expand engagement with third-parties to build post-

cookie identity resolution solutions 36%

Increase spending/emphasis on contextual advertising 34%

Increase testing/investment in new solutions 32%

Note: Multiple responses allowed

Sources: IAB/Winterberry Group, Third Door Media

Data privacy, quality and silos pose challenges

Yet even as more marketers deploy identity resolution strategies to improve message relevance
and targeting accuracy, there are still significant obstacles to their success. Customer data is
typically scattered throughout the organization, often residing in silos that hinder the ability
to develop and nurture relationships. A consumer might use different identifiers to research
something on one device (i.e., website login name), call on another (i.e., mobile phone) and then
buy something in the store (i.e., loyalty ID or credit card). With more touchpoints in the average
purchase journey, each of these identifiers can live in a different department with disparate
collection and matching requirements.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Poor data quality is another impediment to effective identity resolution, which requires
merging and attaching numerous data points to a unified customer ID. Inaccurate or redundant
data can lead to low match rates and incorrect matches. According to the 2021 Nielsen
Marketing Report Era of Adaptation, 41% of marketers at large companies view their data Poor data quality
quality as an obstacle to their people-based marketing goals, even while acknowledging the is another
growing importance of their first-party customer data. impediment to
Data privacy laws have also become a daunting issue for marketers trying to build personalized
effective identity
marketing programs. More than half of marketers surveyed say that government regulation is resolution, which
the biggest challenge to their ability to derive value from their data-driven marketing initiatives, requires merging
according to research jointly published by the IAB and Winterberry Group. In addition to the and attaching
European Union’s GDPR, California voters have approved two consumer privacy laws since numerous data
2018. The California Consumer Privacy Act (CCPA), which went into effect in January 2020,
gave consumers the right to “opt out” of the sale of their data.
points to a unified
customer ID.
In November 2020, California residents approved Proposition 24, now known as the California
Privacy Rights and Enforcement Act (CPRA), which explicitly gives consumers the right to opt
out of the sharing of their data for “cross-context behavioral advertising.” The law takes effect
in January 2023 and requires online publishers to display a “do not sell or share my personal
information” link on their homepages.

M&A activity heats up as identity resolution vendor market expands

The enterprise identity resolution platform market is rapidly evolving, as a diverse group
of pure-play platforms, marketing cloud companies, agency holding companies and credit
reporting bureaus use organic growth and external acquisitions to expand their product and
service offerings. Identity resolution is a capability that many marketing technology solutions
provide as a built-in component of their product suites.

The market’s largest financial transaction occurred in December 2021, when publicly owned
credit bureau TransUnion acquired Neustar for $3.1 billion (see Figure 3). TransUnion plans to
integrate Neustar’s consumer data and analytics with its existing digital identity solutions to
diversify its credit marketing business. Dublin-based credit bureau Experian bought Tapad in
late 2020 to increase the cross-device identity resolution capabilities offered through Experian
Marketing Services.

In February 2022, pure-play identity resolution platform Infutor was purchased by Verisk,
a provider of risk evaluation and management software to financial services and energy
companies, for $223.5 million. Verisk announced it will integrate Infutor with Jornaya, a
consumer behavioral data vendor acquired in December 2020, to form Verisk Marketing
Solutions.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Figure 3: Publicly held IR platform vendors and select transactions

NYSE: TRU NASDAQ: LON: EXPN NYSE: RAMP NYSE: ORCL NYSE: ZETA
8,200 VRSK 6,700 1,200 135,000 1,000
employees 9,000 employees employees employees employees
employees
Acquired Acquired Native Rebranded Acquired
Neustar for Acquired Tapad in integration Oracle Data Apptness
$3.1 billion Infutor for November with Google Cloud and consumer
in July 2021 $223.5 2020 Cloud Cloud CX as engagement
million in announced Oracle platform in
February in April 2021 Advertising October
2022 and CX in 2021
April 2021

Source: Third Door Media

A growing number of customer data platforms (CDPs) have added identity resolution to their
core data ingestion, segmentation and activation capabilities. In July 2021, Treasure Data A growing
partnered with Neustar to integrate its Unified Identity solution into the Treasure Data CDP. To number of
fund identity resolution R&D, particularly around the use of first-party customer data, Amperity
customer data
raised $100 million in Series D financing in July 2021. The Amperity CDP comprises three
products, including AmpID, an AI-driven customer identity management solution, and operates platforms (CDPs)
a proprietary identity graph. have added
identity resolution
Identity resolution platform vendors continue to develop new products to respond to market to their core
demand for privacy-compliant solutions such as data clean rooms and first- or second-
data ingestion,
party data cooperatives. For example, Merkle’s Merkury Clean Room is a closed analytics
environment enabling clients to perform advanced segmentation, modeling, closed-loop segmentation
measurement and attribution at the individual, anonymous ID level. Neustar’s Fabrick Data and activation
Marketplace combines first-party customer profiles with second-party attributes from a set of capabilities.
trusted partners for cookie-less segmentation and targeting.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Enterprise identity resolution

platform capabilities Identity resolution
Identity resolution platforms support marketing processes around targeting, measurement and platforms support
personalization for both known and anonymous audiences across digital and offline channels. marketing processes
Virtually all of the enterprise identity resolution platform vendors profiled in this report offer around targeting,
the following core features and capabilities: measurement and
personalization
• Data onboarding (including online/offline matching).
• Proprietary identity graph. for both known
• Client ownership of first-party data. and anonymous
• Persistent individual and/or household ID. audiences across
• Compliance with data privacy regulations. digital and offline
• APIs for third-party system integration. channels.
Vendors begin to differentiate their platforms by offering more advanced features, sometimes
requiring additional investment, which include – but are not limited to – the following:

• Match confidence scoring.

• Data clean rooms.
• Private (first-party) and/or second-party cooperative identity graphs.
• Pre-built connections to martech/ad tech platforms.

The following section examines these features and capabilities in more detail, as well as the key
considerations involved in choosing an enterprise identity resolution platform (see Table 1).

Data onboarding
Data onboarding is the first step in the identity resolution process. Client data is typically
onboarded via secure file transfer (SFTP), although several vendors profiled in this report also
provide direct API transfer or pixel syncs. Data is processed with the goal of establishing a
universal view of the customer and includes the following:

• Matching individual identifiers in the identity graph (see below) to associate the customer with
their interactions across touchpoints, particularly online to offline.
• Suppressing unresolved IDs and interaction data for potential future use.
• Hashing or tokenizing personally identifiable information (PII) with an anonymized customer
ID.
• Linking matched IDs to a universal ID representing the customer profile and all of its associated
attributes.
• Validating the accuracy of matches to a pre-established “truth set” of referential data known to
be precise and accurate.

Virtually all of the vendors profiled in this report provide persistent customer IDs during the
identity resolution process, which means the ID follows the individual (or household) even
as identifiers change, which they inevitably do. For example, when browser cookies expire
or are deleted or customers buy and use new devices, the customer ID will remain the same.
Persistence is also critical to enabling temporal time-series analytics, such as churn analytics.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Deterministic versus probabilistic matching

Matching algorithms differ among vendors, with matches established via probabilistic or
deterministic methods or a combination of both. Deterministic matching relies on explicit links
between identifiers, such as an email address that is used to sign in to a website or mobile app
Matching
and can be associated with the resulting cookie or mobile ad ID (MAID). Probabilistic matching algorithms differ
relies on implicit links between identifiers, such as a desktop cookie and MAID both associated among vendors,
with a residential IP address. The goal is to consider multiple signals like location and browsing with matches
history in the absence of direct matches. established via
Both approaches have their pros and cons, which should be considered when choosing an
probabilistic or
identity resolution platform. Deterministic matching takes an omnichannel view that attempts deterministic
to connect identifiers across digital and offline interactions. It can be difficult to scale and uses methods or a
a more conservative approach to ensure data integrity. Probabilistic matching can “weed out” combination of
inaccurate data because it looks at a variety of data points versus binary matches. Its drawback both.
is that it is limited to online touchpoints. Some vendors are using hybrid identity resolution
approaches, which try to compensate for deterministic and probabilistic weaknesses while
capitalizing on their advantages. They use deterministic and probabilistic linkages, and then
merge the two linkage sets together to form new, combined clusters.

Many vendors provide their overall match rates to potential clients. A few vendors go a step
further, providing clients with customizable match algorithms or confidence scores (how likely
the matches are accurate) based on their specific first-party customer data and data quality
profiles. For example, a pure online organization may rarely use postal addresses and will likely
have lower quality address data than an organization that relies on fulfillment to a physical
shipping address. Addressability is another factor that can help marketers measure their match
accuracy by assessing the number of consumers that actually can be contacted.

Identity graph
Every identity resolution vendor profiled in this report maintains a proprietary identity graph or
database that houses all the known identifiers that correlate with individual consumers. There
is no standard model for an identity graph. Each vendor differs in the types of foundational PII
used, the matching methods employed and the non-PII integrated to enrich the individual profiles.
Across the buyer’s journey, many identifiers can be associated with an individual, including email
addresses, physical addresses, landline and mobile phone numbers, mobile ad and device IDs,
account user names and loyalty numbers. The identity graph collects these identifiers and links
them to customer profiles, which are used to target and personalize marketing messages.

Identity graphs may also incorporate demographic, behavioral, financial, lifestyle, purchase and
other data compiled or licensed from third-party sources, such as online news sites, purchase
transactions, surveys, email service providers (ESPs), motor vehicle records, voter registration
and other public records. Having all of this customer device, channel and behavioral data in one
place allows brand marketers to more accurately measure the reach and frequency of their
campaigns, and analyze how different ads and marketing tactics perform across channels.

In response to the dwindling availability of third-party cookie data and the increasing use
of consumer privacy tools, such as advertising and location blocking apps, several identity
resolution platform vendors are offering identity graphs built on first-party or second-party
datasets. First-party identity graphs are exclusively used by a brand to house and match
known customer data. Second-party identity graphs use cooperative data-sharing agreements
between multiple brands or publishers to create common, anonymized identity assets.
Participating organizations can build, plan, activate and measure custom audience pools to
either target or suppress customers across addressable media.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Data privacy and compliance

In addition to the European Union’s GDPR, California voters have approved two consumer
privacy laws since 2018. The California Consumer Privacy Act (CCPA), which went into effect To support
in January 2020, gave consumers the right to “opt out” of the sale of their data. In November consumer data
2020, California residents approved Proposition 24, now known as the California Privacy
privacy and
Rights and Enforcement Act (CPRA), which explicitly gives consumers the right to opt out of the
sharing of their data for “cross-context behavioral advertising.” The law takes effect in January comply with
2023 and requires online publishers to display a “do not sell or share my personal information” these regulations,
link on their homepages. identity resolution
platform vendors
Marketers in the highly regulated healthcare market must also follow the Health Insurance
are rolling out
Portability and Accountability Act (HIPAA) and Health Information Technology for Economic
and Clinical Health Act (HITECH) regulations. In addition, all organizations that accept, process, “data clean
store or transmit credit card information must maintain a secure environment that meets rooms” for
Payment Card Industry Data Security Standards (PCI DSS), as well. data analysis,
modeling and
To support consumer data privacy and comply with these regulations, identity resolution
segmentation.
platform vendors are rolling out “data clean rooms” for data analysis, modeling and
segmentation. The vendor provides a secure environment where data may be shared by
partners and clients in a one-to-one or one-to-many format. Depending on the solution, type of
encryption and the data permissions, the data itself may or may not move between parties. The
goal is to facilitate the highest level of privacy and security when companies come together to
share data.

Third-party software integration

The ultimate marketing goal for identity resolution is to support and enable data activation
by pushing segmented audiences into highly personalized campaigns through a variety of
martech (CRMs, DMPs, marketing automation platforms, ESPs, etc.) and ad tech (DSPs, SSPs, ad
exchanges, etc.) tools and platforms. Identity resolution platforms should be able to streamline
integration with the client’s martech and ad tech ecosystems by providing pre-built (or native)
connections and an extensive set of APIs for custom integrations. Access to these APIs may or
may not be included in base pricing.

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Table 1: Select enterprise identity resolution platform capabilities

Third-party software
Persistent Customer ID Identity graph referential data Data onboarding Data privacy integration
Vendor
Individual Household 1st Party 2nd Party 3rd Party Online/Offline Confidence Regulatory Pre-built API
Clean room
(Private) (Co-op) matching scoring compliance connectors

Acxiom 4 4 4 4 4 4 4 4 CCPA, 4 4
GDPR,
FCRA,
HIPAA

Adstra 4 4 4 4 4 4 4 4 CCPA, GDPR 4 4

Amperity 4 4 4 4 4 4 4 4 CCPA, GDPR 4 4
Experian 4 4 4 8 4 4 4 4 See Notes 4 4
FullContact 4 4 4 4 4 4 4 4 CCPA, 4 4
GDPR,
PCI DSS

Infutor 4 4 4 4 4 4 4 4 CCPA, 4 4
DPPA, FCRA,
GDPR, GLBA

LiveRamp 4 4 4 4 4 4 4 4 See Notes 4 4

Merkle 4 4 4 4 4 4 4 4 CCPA, FCRA, 4 4
GDPR,
HIPAA

Treasure Data 4 4 4 4 4 4 4 4 GDPR, CCPA 4 4

Vericast 4 4 4 8 4 4 8 8 CCPA, 4 4
GDPR,
HIPAA

Zeta Global 4 8 4 4 4 4 See Notes 8 See Notes 8 4

Notes: Experian strictly complies with data protection laws in all the countries that it operates in.
Oracle has adopted processes and practices to align with privacy regulations, including GDPR requirements.
LiveRamp Privacy Impact Assessments (PIAs) and operational audits take into consideration compliance obligations under applicable laws (e.g., GDPR, HIPAA,
GLBA and CCPA) and associated privacy risks.
Some data about Zeta Global’s solutions was not available at the time of publication.

Privacy regulation abbreviations as follows: CCPA=California Consumer Protection Act; DPPA=Driver’s Privacy Protection Act; FCRA=Fair Credit Reporting
Act; GDPR=General Data Protection Regulation; GLBA=Gramm-Leach-Bliley Act; and HIPAA=Health Information Portability and Accountability Act.

Source: Third Door Media

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Choosing an enterprise identity

resolution platform Licensing an
enterprise
The benefits of using enterprise identity resolution platforms
identity resolution
Connecting consumer identifiers has become a mandate for enterprise marketers trying to platform can
meet or exceed customer expectations for a personalized brand experience. Automating the be a significant
process with an identity resolution platform can provide the following benefits:
investment,
• Deeper customer insights. Piecing together data signals from multiple data sources and particularly for
interactions enables marketers to build more robust customer profiles. Knowing the customer large brands with
at a more granular level can help drive rich customer insights that enhance campaign targeting, omnichannel
personalization and relevance. marketing
strategies.
• Accurate personalization. Better personalization is a primary marketing use case for many
identity resolution platforms, which create a consistent set of identifiers to fuel personalized
interactions. If you don’t know with confidence who your customer is, you can’t personalize
your messages or experiences.

• More seamless customer experiences. Automated identity resolution allows marketing

organizations to create a unified view of customers, which can be communicated and deployed
across brands, business units and product lines. Recognizing customers across every step of
the purchase journey reduces waste by eliminating duplicate contacts, and enhances their
experiences by creating interactions in the right channel at the right time.

• Stronger privacy governance, risk and compliance (GRC). Effective identity resolution
supports the organization’s commitment to data governance and, ultimately, consumer trust
in your brand. Using an identity resolution platform makes customer preference management
(including opting out), as well as regulatory and corporate policy compliance easier and more
comprehensive.

• Enhanced cross-channel attribution and campaign tracking. Persistent IDs that identify
customers (both known and anonymous) across channels enables more accurate, closed-loop
measurement and multi-touch attribution.

• Increased marketing ROI. Identity graphs reduce data overlap and duplication, resulting in
more efficient spending on campaigns that work. Conversely, not knowing who your customers
are leads to misidentifying them and engaging in ways they may perceive to be intrusive or
irrelevant.

Enterprise identity resolution platform pricing

Licensing an enterprise identity resolution platform can be a significant investment, particularly
for large brands with omnichannel marketing strategies. Pricing is typically based on the volume
of data records or customer profiles managed by the vendor. However, several vendors profiled
in this report also charge by the number of matches or API calls. Platforms are licensed on a
software-as-a-service (SaaS) basis, i.e., the vendor makes the software available online and is
responsible for all maintenance and system administration.

Most of the enterprise identity resolution platform vendors profiled in this report require an
annual contract. A few vendors offer free trials of the platforms or proofs of concept, which are
more limited tests of the platform’s potential benefit to the brand’s data set. Depending on the
vendor, there may also be fees for onboarding, custom integrations and training.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide

Recommended steps to making

an informed purchase Organizational
Understanding your current marketing processes, knowing how to measure success and being silos between
able to identify where you are looking for improvements are all critical aspects of the enterprise departments
identity resolution platform decision-making process. The following section outlines four steps such as sales,
to help your organization begin that process and choose the platform that is the right fit for marketing,
your business goals. procurement
or customer
Step one: Do you need an enterprise identity resolution platform?
support increase
Deciding whether your company needs an enterprise-level identity resolution platform calls for the risk that
the same evaluative steps involved in any software adoption, including a comprehensive self- your customer’s
assessment of your organization’s business needs, staff capabilities, management support and
experience with
financial resources. Use the following questions to help you determine the answers.
the brand is not
• Does our customer data reside in disconnected silos throughout the organization? as targeted or
Organizational silos between departments such as sales, marketing, procurement or customer consistent as it
support increase the risk that your customer’s experience with the brand is not as targeted or should be.
consistent as it should be. An identity resolution platform may help connect these disparate
systems to provide a more insightful view of customers.

• Do we have customer knowledge gaps that could be filled with trusted second- and third-
party data? First-party data is the foundation of your brand’s relationship with customers, and
becoming more important as third-party data sources like cookies and mobile IDs are phased
out by Google and Apple. Identity graphs can be a valuable source of demographic, location,
financial and other anonymized second- and third-party data that can fill gaps in customer
insights. As data collection and matching techniques improve, along with access to cooperative
data sources, creating a 360-degree view of customers through identity resolution platforms
may make sense.

• Are we in compliance with CCPA, GDPR and other data privacy regulations? Consumer
data breaches and evidence of misuse continue to make news headlines. As a result, data
privacy regulations are on the upswing. Is your organization’s data governance practices in
compliance with the EU’s GDPR or the CCPA? Data-driven marketing is a competitive edge in
today’s crowded media marketplaces, but can also escalate the risk of damaging your brand
and incurring legal consequences. An identity resolution platform can ensure compliance with
the growing list of regulations and create greater customer trust in your brand.

• Can we successfully integrate our existing customer data systems with an identity
resolution platform? Marketers continue to rely on larger, more complex martech stacks
to collect, analyze and execute customer-centric marketing strategies. But can your various
martech and ad tech systems “talk” to each other? Perhaps your organization can benefit from
an identity resolution platform that can incorporate identifiers and profiles between and
within these systems for consistency and accuracy.

• Does our C-suite support identity resolution initiatives? A Forrester study found that the
majority of C-level executives overrate their marketing organization’s customer identity
accuracy and persistence. A lack of executive buy-in can lead to inadequate budgeting,
campaign measurement and performance, and disjointed customer experiences. It is critical,
therefore, to secure C-suite support for identity resolution initiatives across the organization.

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• How would we use identity resolution? There are multiple marketing use cases for identity
resolution, from complying with data privacy regulations to developing more accurate
lookalike audiences to improved marketing segmentation and targeting. Identifying the specific
use cases that would most benefit your organization is essential to establishing and prioritizing Identifying the
the capabilities you’ll need in an identity resolution platform. specific use cases
that would most
• How will we define success? What KPIs do we want to measure and what decisions will
we be making based on the data? As with any technology investment, it is critical to measure
benefit your
the impact of the identity resolution platform on your marketing ROI. Resolving customer organization
identities should create new cross-sell and upsell opportunities because your marketing team is essential to
will know more about your customers. Although KPIs will vary by organization or industry, establishing
you should be able to measure incremental lift in metrics such as average order value, average and prioritizing
revenue per user, basket size, response rates or customer engagement.
the capabilities
• What is the total cost of ownership? The majority of enterprise identity resolution platforms you’ll need in an
use on-demand pricing, meaning customers pay a monthly subscription price that will vary identity resolution
by usage. Pricing is typically based on the number of data records or customer profiles under platform.
management or the number of matches or API calls. Some also have add-on customer support
options.

Step two: Identify and contact appropriate vendors

Once you have determined that an enterprise identity resolution platform makes sense for
your business, spend time researching individual vendors and their capabilities by doing the
following:

• Create and prioritize your list of identity resolution use cases, from essential to not necessary.

• Take your list of use cases and then do some research. Many of the vendors profiled in this
report also provide blogs, e-books and interactive tools that can help.

• Make a list of the vendors that meet your criteria. Reach out to them and set a deadline for
replies.

• Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual
preference, however be sure to give the same criteria to each vendor to facilitate comparison.

The most effective RFPs only request relevant information and provide ample information
about your brand and its identity resolution needs. It should reflect high-level strategic goals
and KPIs. For example, mention your company’s most important KPIs and how you will evaluate
the success of your efforts. Include details about timelines and the platforms in your existing
martech stack.

When written properly, an RFP will facilitate the sales process and ensure that everyone
involved on both sides comes to a shared understanding of the purpose, requirements, scope
and structure of the intended purchase. From the RFP responses, you should be able to narrow
your list down to three or four platforms that you’ll want to demo.

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Step three: Scheduling the demo

Set up demos within a relatively short timeframe of each other to help make relevant
comparisons. Make sure that all potential internal users are on the demo call and pay attention Set up demos
to the following: within a relatively
short timeframe
• How easy is the platform to use?
• Does the vendor seem to understand our business and marketing needs? of each other
• Are they showing us our “must-have” features? to help make
relevant
The questions to ask each vendor on the following topics include: comparisons.
Data onboarding and privacy
4 Does the platform support first-party data onboarding?
4 Can we incorporate any of our private customer IDs into the platform?
4 Do you use probabilistic, deterministic or a hybrid approach to matching?
4 How do you validate the accuracy of your deterministic matches?
4 What match rate can we expect, given our vertical market and database size?
4 How do you comply with privacy regulations and consumer choice?

Identity graph
4 Do you own or license your referential identity data?
4 What are your identity data sources?
4 How do you validate the quality of your identity graph?
4 How much of your data is addressable?
4 How is your identity graph linked to offline PII?
4 Do your identity capabilities apply to non-U.S. markets?

Martech and ad tech integration

4 How does the platform integrate with martech platforms (i.e., CRMs, DSPs, CDPs)?
4 Does the platform feature any built-in data activation capabilities (i.e., personalized email or
ad campaign execution)?
4 Do you have APIs available for data import/export?
4 What reporting do you provide that will document the ROI from our identity efforts?

Customer support
4 What kind of customer support is included? Can we pick up the phone to report problems?
4 Will we have a dedicated account manager and technical support?
4 Do you offer a proof-of-concept to measure potential performance and scale?
4 Do you provide a self-service option in which we can manage identity data?
4 What kind of professional services are available? And how much do they cost?
4 How does the company handle requests for product modifications?
4 What new features are you considering?
4 What’s the long-term roadmap and launch dates?

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Step four: Check references, negotiate a contract

Before deciding on a vendor, take the time to speak with several customer references,
preferably in your company’s vertical market. The enterprise identity resolution platform Once you’ve
vendor should be able to supply you with several references if you cannot identify ones yourself. selected a vendor,
Use this opportunity to ask any additional questions and to find out more about any questions
be sure to get in
that weren’t answered during the demo. Make sure that the person you’ve been referred to is
someone who is a primary user of the platform. Consider also asking these basic questions: writing a list of
what technology
4 Why did you move to an enterprise identity resolution platform? and support are
4 Why did you select this platform over others? covered in the
4 Has this platform lived up to your expectations? contract.
4 How long did the software take to implement?
4 Who was involved in the implementation?
4 Are you also using additional tools for authentication or analytics?
4 Were there any surprises that you wish you’d known about beforehand?
4 Where have you seen the most success? The biggest challenges?
4 How are you measuring your own success?
4 Has the overall implementation provided positive ROI, including all costs (i.e., license, man-
hours, etc.)?
4 What is the most useful, actionable (favorite) report the platform generates?
4 How easy was the set-up process and how long? Did the vendor help?
4 How responsive is customer service?
4 Has there been any downtime?
4 What do you wish they did differently?
4 Why would you recommend this platform?

Although not all vendors require an annual contract, many do. Once you’ve selected a vendor,
be sure to get in writing a list of what technology and support are covered in the contract. Ask
about what kinds of additional fees might come up:

4 Are there charges for custom integrations or API access? If so, how much?
4 What is the hourly charge for engineering services, and is there a minimum?
4 What partner organizations are available to install and integrate the platform?
4 If we need to train a new hire mid-year, what will that cost?
4 What performance levels do you guarantee (response time, availability, problem resolution,
accuracy, etc.) and what happens if you don’t meet them?
4 What is the “out” clause?

Obtaining the answers to these types of questions upfront – and having them in writing – will
ensure fewer surprises or additional costs down the road.

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Conclusion
Identity resolution has become an essential tool for brand marketers seeking to understand As the linchpin
with confidence who their customers are, what channels they use and how they want their data
protected. Consumers are better informed than ever before, and brands must deliver the most to a customer-
relevant, personalized and impactful customer experiences possible. centric strategy,
identity resolution
As the linchpin to a customer-centric strategy, identity resolution allows marketers to more allows marketers
accurately target and personalize brand messages, creating more profitable customer journeys. to more
By automating the process with an identity resolution platform, your organization can do more
than simply update and rationalize customer profiles. You will gain a crucial understanding of accurately target
marketing measurement and performance that can sit at the heart of your organization’s one- and personalize
to-one relationship efforts. brand messages,
creating more
But the enterprise identity resolution platform market is crowded with pure-play platforms, profitable
marketing cloud companies, agency holding companies and credit reporting bureaus. To
determine the best fit for your organization, it is important to first understand your business customer
needs, staff capabilities, management support and financial resources. From there, you can journeys.
make an informed decision that will provide long-term benefits to your customers and your
entire organization. n

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VENDOR PROFILES

Target customer
• B2B enterprises in the retail, insurance, healthcare, financial services, travel, automotive,
entertainment and consumer packaged goods (CPG) verticals.
Acxiom
301 E. Dave Ward Rd. Company overview
Conway, AR 72032
T: 888-322-9466 • Founded in 1969.
acxiom.com • 2,400 employees.
• Acquired by Interpublic Group (IPG) for $2.3B in October 2018.
• Additional U.S. offices in Austin, TX and New York, NY.
Key customers • International offices in China, the U.K., Poland and Germany.

Adobe Product overview

AT&T
Fossil • Real Identity offers a global, scalable suite of connected capabilities that bring together
Netspend the martech and adtech ecosystems, including first-party identity graphs, real-time
Southwest Airlines services and a universal first-party tag, hygiene and linking, and identity consulting.
The Trade Desk • Primary marketing use cases focus on:
• Ownership of a first-party identity strategy to counteract the loss of third-party
Key executives cookies.
• Control of all owned and paid media (impressions/visits) collected.
Chad Engelgau, • Sub-second delivery of data and identity to fuel platforms for personalization.
Chief Executive Officer • Measurement of overall campaign effectiveness.
Jed Mole, • Compliance with privacy regulations by enabling the look-up and removal of
Chief Marketing Officer consumer information.
• SaaS or cloud-based hosting available.
Tate Olinghouse, Chief Customer
Officer & Industry Managing
Director
Data onboarding
Jordan Abbott, • Provides offline/online matching leveraging a variety of matching and identity resolution
Chief Data Ethics Officer strategies with configurable recognition rules, grouping logic and global identifiers.
• Data uploaded through multiple batch options or transactionally via RESTful APIs.
• Customizable match algorithms with starter configurations tuned for brand and
geographic requirements.
• Match rates not disclosed.
• Customized confidence scoring available.
• Provides a persistent customer ID.

Identity resolution methodology

• First-party, private identity graphs synchronize identity data used across the enterprise
to connect and maintain identity across touchpoints, devices, channels, and identity
relationships. Flexible source options are available at client discretion. Real-time services
are available to deliver sub second decisions to power relevant messages in real time.
• Acxiom’s consumer demographic data, predictive indicators and consumer
segmentation cover 250 million U.S. consumers as well as more than 60 additional
countries worldwide.
• Five standard ID levels: individual, household, address, business and business
contact, plus options to define additional levels based on client custom
requirements.

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VENDOR PROFILES

Privacy compliance Pricing and support

• GDPR, CCPA and HIPAA compliant. • Pricing based on records under
• Clients maintain ownership of their first- management with transactional,
Acxiom party data and first-party identity graphs volumetric pricing influencers.
301 E. Dave Ward Rd. with non-discoverable linkage to second- • Average annual customer spend ranges
Conway, AR 72032 and third-party referential graphs. from several thousand to several million
T: 888-322-9466 dollars.
acxiom.com • Proofs of Concept (POCs) available,
Analytics
depending on platform, client and use
• Fully functional analytical platforms case.
are available Acxiom data management • Annual contract required.
solutions. • Typical onboarding time is four weeks to
• Acxiom’s audience distribution four months dependent on the solution.
platform includes automated • 24/7 customer support for all solutions
modeling leveraging machine via help desk is included.
learning to expand predictive • Add-on professional services include
audiences at a national scale. strategic consulting, analytics,
• Recommendation options include “next measurement, fully hosted solutions
best offer” applicable across industries. and SaaS applications, as well as
specific applications to address use
Third-party software cases for product recall and campaign
integration management, etc.

• Pre-built connections via API or direct

interface with 150-plus data, technology,
app and integration partners, as well
as digital publishers and platforms,
including Adobe, Cisco, eBay, Microsoft,
Pandora and The Trade Desk.

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VENDOR PROFILES

Target customer
• Enterprise brands and their partners (agencies, platforms, publishers) across retail,
financial services, auto, healthcare, nonprofit and media/entertainment.

Company overview
Adstra
750 College Rd East • Founded in 1978.
Suite 201 • 200 employees.
Princeton, NJ 08540 • Before its rebranding in 2020, Adstra was known as ALC. ALC was acquired by CIP
T: (800) 252-5478 Capital in November 2018 and followed that up with a purchase of its own -- of device
Adstradata.com graph company Qualia -- later that month.
• Adstra provides brands with marketing identity and data solutions to improve their
Key customers marketing performance. The company’s cloud-based enterprise identity platform,
Conexa, helps businesses match first-party data with other information that allows them
Not publicly disclosed but avail- to personalize touchpoints for their customers across all channels and platforms.
able on request. • Adstra is headquartered in Princeton, New Jersey and operates four additional office
locations across the U.S. including Tarrytown and New York City in New York as well as
Key executives Oakland and Irvine in California.

Rick Erwin, Product overview

Chief Executive Officer
• Adstra’s Enterprise Identity Platform – Conexa – is a cloud-based technology enabling
Andy Johnson,
person-based, persistent, portable and privacy-compliant enterprise data management,
Chief Data Officer
identity resolution and enrichment.
Jonathan Kelleher, • The platform integrates with customers’ existing software, creating a transparent,
Chief Financial Officer omnichannel identity system without requiring customers to send their data to third
Chandos Quill, Chief Strategy parties.
and Development Officer • Customers may run the platform themselves with Adstra user support or through
Adstra managed remote resources with appropriate data access protections. With its
modular design, Conexa operates at a brand’s existing capabilities and evolves as their
needs expand.
• Use cases include:
• Data unification, such as integrating and enriching known and anonymous data
across the enterprise to create a single persistent customer across brand silos for
both digital and terrestrial properties.
• Resolving the identities of existing and prospective customers at brand touchpoints
even if they’re not in a “registered” state.
• Analytics and targeting applications, such as connecting disparate data (collected
and appended) for insights, audience creation and analytics-related products.
• Media activation and campaign measurement, boosting accurate match rates to
allow wider campaign reach as well as supporting marketing attribution efforts.
This includes the provision of impression data and ID mapping for digital campaigns,
CTV/OTT, demographics and CRM.
• Customer experience management and personalization, such as delivering better
customer experiences through consistent cross-media identity resolution, and
providing marketers with insights needed to create engagement campaigns and
data-driven advertising.
• Omnichannel management. Brands making the shift from in-store sales utilize
Adstra’s solution to connect and communicate to offline customers through digital
media. The technology also allows them to create an omnichannel identity system as
they pivot to a direct-to-consumer model.

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VENDOR PROFILES

• Adstra’s Enterprise Identity Platform, and signals representing all marketable

Conexa, can be accessed via a variety of consumers across the known and
different models, including: anonymous realms. This Includes PII
• Platform as a Service installed inside (name, address, phone, and historical
the customer’s environment. addresses), digital identifiers and meta
• API access to any solution layers of data (HEMs, IPs, MAIDs, CTV, resting
Adstra the platform. location), and digital anonymous
750 College Rd East • Customers send their data to Adstra, identifiers (first- and third-party cookies
Suite 201 and a solution is returned in the and device metadata).
Princeton, NJ 08540 traditional method. • Adstra maintains control over its identity
T: (800) 252-5478 • Adstra’s client success team helps system, the data assets, and the network
Adstradata.com clients migrate from one service capabilities within the EIP, enabling all or
approach to another based on their part of the platform to be ported into a
internal readiness. client’s environment
• Adstra designed the system from the
Data onboarding ground up as an omnichannel system
keyed to a known individual, rather than
• Adstra’s platform integrates directly starting with one type of media and
with a number of media platforms and expanding to others.
Adstra’s tracking tag technology is • All identifiers can be crosswalked to each
certified on over 75 media activation other and connected on a persistent key.
platforms in traditional, display, mobile
and targeted TV applications. This Analytics
enables brands to work directly with
activation platforms and minimize the • Conexa leverages AI-driven analytics
need for additional onboarding services. and machine learning for identity
• In addition, through the Platform and resolution and audience creation.
persistent ID, a client can push their • The platform provides standard
audience data to any activation partner. reporting to customers and integrates
• Conexa includes an integrated data with external customer analytics tools or
hygiene and processing layer for technologies.
data hygiene, standardization and
harmonization ingestion, tagging Privacy compliance
and identity and signal capture. For
terrestrial data the Conexa utilizes • Adstra uses a Privacy by Design
CASS, NCOA processing to standardize approach, which keeps consumer privacy
postal address information and capture as a proactive criteria when developing
recent household moves. In addition, and embedding privacy practices into
processing against DMA pander file / Do compliant technology and products.
not solicit and Deceased File processing • The company provides all tooling and
can be utilized. On the digital side the services needed for clients to store data
Conexa uses proprietary data hygiene securely behind their firewall and receive
algorithms to filter out bot traffic and updates.
over-associated device and browser • Data is fully isolated from the public
signal data. Signal saturation rules are internet and includes rigorous
also incorporated into match quality permission rules.
scores. • Adstra is a member of many industry
organizations with standards for privacy
Identity resolution and data regulation, including but not
limited to Digital Advertising Alliance
methodology
(DAA), Internet Advertising Bureau
• Adstra’s proprietary Conexa platform (IAB), OneTrust, Venable and Privacy for
includes extensive identifiers, attributes America.

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VENDOR PROFILES

Third-party software Pricing and support

integration
• No annual contract is required.
• Adstra has built its own unique • A free trial is available for testing pre-
mechanisms to match Adstra data to purchase.
other sources of data using its persistent • The platform supports a broad set of use
Adstra consumer or household ID. cases and pricing is designed to enable
750 College Rd East • Adstra provides its proprietary real- use without the need for upcharges or
Suite 201 time sync platform using pixel or using CPM models. Typical solutions are
Princeton, NJ 08540 JavaScript tags and also supports batch priced as a monthly subscription with
T: (800) 252-5478 processes capable of matching different price structures dependent on:
Adstradata.com digital identifiers to Adstra data to • Overall business scale
make it actionable in martech/ad-tech • Service provided/ modules included
ecosystems. • With consideration to value creation
• Adstra offers pre-built connections • Contracts are typically renewed annually
via API or direct integration with 75+ and may include free trial or discounted
activation channels including online, periods for proof-of-concept execution
mobile, TV, digital onboarding, email and at the contract onset, and increases
direct mail. based on business objectives achieved.
• Adstra owns and operates its own • Initial implementation and setup are
pixel tag/domain for audience profiling included with the monthly subscription
and data collection and can be synced fee along with an allotted additional
with a brands martech/ adtech support hours per month, based on the
solutions. Adstra data is also available service paradigm selected.
in AWS, Google, Snowflake and Azure
marketplaces which enables easy access
to consumer data.

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VENDOR PROFILES

Target customer
• Enterprise companies, especially those in the retail, travel and hospitality, financial
services, quick-serve restaurants, healthcare and automotive industries.

Company overview
• 300 employees.
• Founded in 2016.
• Acquired Custora in November 2019.
Amperity • In July 2021, Amperity raised $100M Series D for a total of $187M raised to date.
701 5th Ave, Floor 26 • Amperity is a B2C enterprise customer data platform (CDP) that leverages AI to deliver
Seattle, WA 98107 a unified, complete, and actionable 360-degree view of the customer.
T: 415-994-2180 • The company is headquartered in Seattle with offices in NYC and ongoing global
amperity.com deployments in NA, EMEA, APAC.

Product overview
Key customers • Amperity CDP comprises three products, which are complemented by a services
Alaska Airlines offering and partner ecosystem. Brands can purchase all or customize any combination
DICK’S Sporting Goods from Amperity’s products, which are powered by the patented DataGrid customer data
Home Depot infrastructure. Tools include:
Kroger • AmpID: AI-powered customer identity management.
Michael’s • Amp360: Unified customer profiles paired with robust data and predictive elements
Starbucks for a holistic view of the customer.
• AmpIQ: The hub for customer intelligence and activation.
• Amperity Profile Accelerator is designed to deliver comprehensive, accurate, and
Key executives
accessible customer profiles that power rigid systems downstream such as marketing
Barry Padgett, Chief clouds. Amperity’s patented no-ETL data ingestion and proprietary identity resolution
Executive Officer aims to transform siloed, messy, raw customer data into a flexible data asset. Profile
Accelerator for Adobe launched in March 2022.
Derek Slager, Co-founder and
Chief Technology Officer
Data onboarding
• Data ingestion leverages common industry data transfer protocols, but doesn’t employ
the typical extract, transform, load (ETL) process. Doesn’t enforce target schema. Both
of these are aimed at making it easier to incorporate new customer data sources as
businesses evolve.
• Data transformation is performed in the cloud.
• Daily identity resolution ensures a fresh view of customer identity.
• Change management support that includes parallel sandboxes, so changes can be made
and QAed before they are put into production.

Identity resolution methodology

• Operates its own proprietary identity graph featuring:
• ML-based identity resolution that supports both probabilistic and deterministic
matching methods.
• Algorithms and match thresholds that can be configured to meet a brand’s unique
needs.
• Householding built off accurate individual identities and relevant PII.
• Customer ID graph connecting a brand’s disparate data with a stable Amperity ID.

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VENDOR PROFILES

Privacy compliance customer views of lifetime value,

segment insights and campaign
• Amperity has been independently performance.
audited and found to be in compliance • The platform includes AI-powered
with the requirements laid out in AICPA predictive modeling including predictive
SOC II Type II. The platform supports CLV, next best offer and likelihood to
GDPR, CCPA, as well as other key churn.
privacy frameworks.
• Amperity maintains a full time, dedicated Third-party software
Security team. Industry certifications
integration
Amperity of team members include: CISSP, CEH,
701 5th Ave, Floor 26 OSCP, Security+, CISA, CISM, CHFI and • Amperity integrates with 200+ of
Seattle, WA 98107 CND and HCISPP. the most commonly used technology
T: 415-994-2180 • Amperity works with an industry- providers across marketing, CX and
amperity.com leading penetration testing services analytics, including:
provider to routinely perform testing • AWS, Azure, Snowflake and Google
against its platform. Issues identified Cloud.
during penetration tests are tracked and • Marketing clouds such as SFMC,
resolved in a timely fashion. Adobe and Oracle.
• Amperity’s platform includes an • Business Intelligence tools such as
exportable audit log, role-based access Tableau, PowerBI and Looker.
control (including PII obfuscation), and • Marketing systems such as Braze,
integration with enterprise Single Sign Klaviyo, Segment, Tealium and
On (SSO) products, through established mParticle.
protocols such as Oauth, SAML and • Additionally, Amperity partners with
OpenID Connect. dozens of consultancies and Systems
Integrators who are trained to
Analytics implement the software.

• Amperity’s platform includes analytics

Pricing and support
workflows designed for enterprise-grade
data processing and limitless scale. • Annual contract is required.
• Features include limitless table and • Free trial is available.
attribute creation, business intelligence, • Licenses start at $100K annually for
modeling and dashboarding. software and scale up according to data
• Connects to third-party dashboarding volumes.
platforms like Tableau, powerBI and • Amperity offers a managed service
others. staffed by customer data management
• Analysts and marketers can employ SQL experts who help clients across a variety
or no-code queries to return data. of industries manage their customer
• Out-of-the-box reporting includes data.

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VENDOR PROFILES

Target customer
• B2B enterprise brands, agencies and platforms, including retail, financial services,
healthcare, automotive, entertainment and media, travel and hospitality, and restaurant
verticals.

Experian Marketing Services Company overview

475 Anton Blvd.
Costa Mesa, CA 92626 • 450 employees.
T: 877-902-4849 • Experian founded in 1996 (formerly TRW).
www.experianmarketing • Acquired Tapad, a global leader in cross-device identity resolution, in November 2020.
services.com • Publicly traded (LON: EXPN).
• Experian Marketing Services is a division of Experian North America, which has 6,686
employees.
Key customers • Additional offices in Schaumburg, IL; Lincoln, NE; New York, NY; and Costa Rica.

Not disclosed. Product overview

Key executives • Experian’s MarketingConnect unifies fragmented data points, declared and unknown,
across offline and online touchpoints to create a 360-degree view of clients’ best
Genevieve Juillard, President customers and prospects. This enables marketers to reach customers across channels
and measure multichannel campaign results.
Klaudette Christensen,
• Primary marketing use cases focus on:
Chief Operating Officer
• Identity resolution: Unifies fragmented data points using Experian’s reference
Mark Connon, General Manager repository of current and historical identity from online and offline sources.
Tapad • Insights and analysis: Resolved identities can be tied to Experian’s consumer
Rachael Donnelly, knowledgebase, ConsumerView, allowing brands to better understand consumers
Chief Marketing Officer across categories, such as demographics, lifestyle, wealth and online preferences.
• Audience targeting: Resolved identities are used to target consumers in the best
channels, whether offline, programmatic digital display or advanced TV.
• Measurement: Measurement services connect marketing campaign data to
real-world actions, including website visits, app downloads, store visits and sales.
Measurement is tailored to each client to help brands understand campaign
effectiveness, customer journey and influence of one channel on another.
• Experian Cloud or SaaS hosting available.

Data onboarding
• Offline/online matching through direct integrations with people-based media platforms
where known consumer identities from a client’s first party and Experian’s third-party
data are used for matching and onboarding.

• Experian enables a resilient advertising ecosystem by improving the interoperability of

data and allowing connectivity between solutions so that marketers can take advantage
of all the data available to them – in a secure, privacy-forward way.

Identity resolution methodology

• Experian’s reference linkage repository contains 50-plus years of history, covering the

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U.S. population. These sources include a Analytics
variety of public and proprietary sources
that include both offline and online • Audience on demand: Helps brands
identifiers. Experian also has consumer target unique segments that may not be
information that is inferred from other available off the shelf.
data using statistical analysis. • Lookalike modeling: Helps brands target
Experian Marketing Services • Experian’s ConsumerView has coverage consumers who look like their own
475 Anton Blvd. of 95% of U.S. population, including more customers (or some other desirable
Costa Mesa, CA 92626 than 311 million individuals and 126 segment), and to achieve scale with
T: 877-902-4849 million U.S. households, while retaining targeting efforts. Identity, along with
www.experianmarketing history of name variations, previous statistical modeling tools, underpins the
services.com addresses, telephone numbers, multiple ability to create these segments.
email addresses and mobile ad IDs • Custom data analytics services:
(MAIDs) per person, representing over Teams consisting of statisticians
10 billion combinations of consumer and consultants with deep industry
identities. experience leverage both proprietary
• Experian’s consumer data starts with a Experian and client data assets to
base of individual-level identity, which increase client ROI.
then extends out to other levels such as
household, address, device, and geo- Third-party software
level. integration
• Experian’s acquisition of Tapad bridges
the gap between offline and digital • Experian maintains direct integrations
identity, enhances Experian’s offerings with 150-plus activation channels,
in the growing Connected TV space and including direct mail, online, mobile, TV,
offers a complete identity solution. digital onboarding and email. Examples
include: Pandora, Samsung, Ampersand,
Privacy compliance Hulu, Cox Media and Dish Network.
• Hundreds of digital destinations,
• Experian strictly complies with data including DSPs, DMPs and digital
protection laws in all the countries that it technology providers, are accessible
operates in. through onboarding partners Neustar
• Experian’s identity services provide and and LiveRamp. Examples include:
limit coverage to U.S. consumers and are Adaptly, Adobe, Amobee, AOL ONE,
operated in the U.S. Google AdWords, Google DV360, Celtra,
• Experian is a member of self-regulatory Eyeota, Flashtalking, Krux, Lotame,
bodies such as the ANA (Association of MediaMath. Neustar: PlatformOne,
National Advertisers), IAB (Interactive Oracle Advertising (Bluekai), Sizmek, The
Advertising Bureau), TAG (Trustworthy Trade Desk, Tremor Video, TubeMogul,
Accountability Group), NAI (Network Videology, xAd and Xaxis.
Advertising Initiative) and DAA (Digital • Experian Marketing Services’ data
Advertising Alliance). is available in the Snowflake Data
• Brands maintain ownership of their data. Marketplace, which enables secure,
Customer data is partitioned from other faster time to market; use of the freshest
client data and securely stored. data; and reduced costs.
• Supports API integration with platforms
not directly integrated.
• Operates its own pixel tags/domain for
audience profiling and data collection.

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Pricing and support • Onboarding time for new customers

varies based on the nature of the
• Annual contract is not required though engagement and the combination of
multi-year contracts are common. products and services that are utilized.
• Limited-time free trials are available as • All engagements include dedicated
part of a services-based, consultative account and operational support. Higher
Experian Marketing Services evaluation. levels of desired support are negotiated
475 Anton Blvd. • Average annual customer spend not on a client-by-client basis.
Costa Mesa, CA 92626 disclosed.
T: 877-902-4849 • Pricing varies based on the nature of
www.experianmarketing the engagement and the combination of
services.com products and services that are utilized.
Many clients pay based on transaction
CPM, while others are fixed/ flat based
on volume commitments.

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Target customer
• Fortune 1000 brands and ad tech/martech/e-commerce companies.

FullContact Company overview

1624 Market St Ste 226
PMB 45057 • Founded in 2010.
Denver, CO 80202-2523 • 216 employees.
T: 888-330-6943 • Headquartered in Denver, Colorado.
fullcontact.com
Product overview
Key customers
• Real-time identity resolution platform that connects online and offline consumer
ADP identifiers at the individual level, and enriches consumer profiles with extensive data
Emailage attributes. Create the whole-person view by enriching it with multi-dimensional insights,
Grubhub encompassing 16 categories of data. These include individual, automotive, mobile
Intercom advertising IDs, hashed emails, social, location, purchase, shopping habits, lifestyle,
Mercedes Benz demographic, household, employment history, finance, company, key people and
Meredith professional insights.
• Resolve any engagement, such as a transaction, a conversion, or a connection, back to
Key executives a portable, omnichannel, persistent PersonID to drive omnichannel measurement and
accuracy.
Chris Harrison, • Primary use cases focus on:
Chief Executive Officer • Customer recognition: Map anonymous website traffic across devices and sessions
Ken Michie, to customer and prospect data, and they can be located in a CRM.
Chief Technology Officer • Real-time insights: Drive authentic brand engagements, improved ROI and more
with unique insights.
Mary Hennen, VP Marketing • Media amplification: Extend media reach to improve ROAS.
• Data onboarding: Translate offline data to an online environment.
• Omnichannel measurement: Create a common view across channels.
• Private identity cloud: Manage, obfuscate, and store first-party data.
• Private identity sharing: Enable privacy-safe relationships and make first-party data
securely available.
• Privacy compliance: Enable privacy for everyone and respond to consumer data
requests in real-time.
• SaaS via real-time API or batch-based data return capabilities.

Identity resolution methodology

• Real people: Map fragmented identities into a persistent PersonID across the enterprise
and media ecosystem.
• 247 million U.S. whole person profiles.
• 50+ billion individual omnichannel Identifiers that span over ten different
categories of Identifiers: Name & Address, Phone Numbers (business & personal),
Email (business & personal), Hashed Email, Social identifiers, anonymous website
identifiers, IP address, PlaceKey, PanoramaID and mobile advertising IDs.
• 25 billion monthly data point updates and refreshes.
• 16 categories of data including ethically-sourced personal and professional
attributes on every U.S. adult consumer.
• Over 3 billion digital identifiers, including mobile ad IDs, hashed and clear text
emails, and social handles.

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• Real-time: Allows users to recognize Third-party software

customers as they engage with the integration
brand.
• 40 millisecond response time. • Platform includes API connections
FullContact • 30+ million updates per day. to most ad tech, martech (i.e. CRMs,
1624 Market St Ste 226 • Control: Users can leverage the CDPs), e-commerce platforms,
PMB 45057 persistent identity layer embedded workflow automation tools and systems.
Denver, CO 80202-2523 across the enterprise. Data is never Examples of integrations include Adobe,
T: 888-330-6943 commingled or added to FullContact’s Lotame, Zapier, Snowflake, SimonData,
fullcontact.com graph, and users have control over who Optimove and Lytics.
has access to it.
Pricing and support
Privacy compliance
• FullContact’s SaaS annual license pricing
• GDPR, CCPA, SOC2 Type 1, SOC2 Type model is fully transparent, and is based
2, Payment Card Industry Data Security solely on the value of matched outputs.
Standard (PCI DSS), Cloud Security • Average annual customer spend not
Alliance, and Swiss Privacy Shield disclosed.
compliant. • Clients receive a dedicated account
executive and customer success team.

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Target customer
• Enable leading brands and the ecosystem partners that support them to leverage
consumer identity data to grow their businesses by providing the best customer
experiences.
Infutor
18W140 Butterfield Rd., Company overview
Suite 400
Oakbrook Terrace, IL 60181 • Founded in 2003.
T: 312-348-7900 • 152 employees.
infutor.com • Infutor was acquired by Verisk, a leading global data analytics provider, in 2022 and now
operates as Infutor, a Verisk business.
• Additional U.S. office in Ft. Myers, FL; international office in Costa Rica.
Key customers
Product overview
Equifax
MQ&C Advertising • Infutor’s Identity Suite is designed to help B2C enterprises authenticate inbound
Stanford University contacts and enrich individual profiles to enable personalized interactions and improve
conversions.
Key executives • Primary marketing use cases focus on:
• Identity resolution: Enables instant identification of consumers to provide a real-
Gary Walter, time, 360-degree view. Multiple identity markers (name, address, phone, email,
Chief Executive Officer IP address) enable linking of first-party consumer information to drive identity
Jeff Beard, resolution initiatives.
Chief Commercial Officer • Personalized marketing: Enables instant recognition to drive lead scoring, lead
routing and custom offers at the moment of engagement, improving speed to lead
Kevin Dean, and conversions.
Chief Operating Officer • Customer analytics and segmentation: Provides an instant profile of all consumers
John Barnes, to identify top customer personas, enabling brands to develop lookalike audiences,
Chief Technology Officer and engage with audiences who are most likely to convert.
• SaaS-based platform available through a proprietary real-time API, which can integrate
with the end user’s web browser as well as other applications such as call center
software, CRMs and inbound lead forms.
• Available through an automated batch process for large-scale CRM updating.
• Available for on-premise licensing.
• Uses industry standard methodologies for authentication with the ability to customize
requirements.

Data onboarding
• Cleanses, enriches, completes and updates offline consumer identities.
• Online matching leverages Infutor’s digital device graph to match and append additional
digital identity signals and core demographics.
• Accepts hashed emails, MAIDs, and/or IP Addresses to provide demographics to
enable more segmented retargeting of anonymous consumers while not revealing
personally identifiable information (PII).
• Digital Solutions Suite enables digital identity signals to be appended to first-party
offline data.
• Links identities with Infutor’s PID (persistent ID) to provide identity relationships at the
individual and household levels within and across first-party data sets.
• On-demand solutions include real-time API and large batch that can be integrated with
online web forms and inbound call center software.
• Configurable match algorithm customization based on client needs.
• Match rates vary based on input data quality and type.

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• Provides verification scores for (FCRA), Driver’s Privacy Protection Act

companies that need to verify consumer (DPPA) and California Consumer Privacy
contact information. Act (CCPA).
• Approximately 85% of consumers • Consumer opt-out form displayed on the
processed through the Identity Suite Infutor site.
Infutor have a high confidence verification. • While Infutor’s data is U.S.-based only,
18W140 Butterfield Rd., there are processes in place to ensure
Suite 400 Identity resolution that any ingested data follows the EU’s
Oakbrook Terrace, IL 60181 GDPR.
T: 312-348-7900
methodology
• Brands maintain ownership of their own
infutor.com • Compiled and owned by Infutor data.
(including persistent linkage IDs).
• Data is permissibly sourced from Analytics
hundreds of public and proprietary
sources including telephone company • Offers self-selection lookalike
listings and directories; real estate, audiences for social and programmatic
deed and property data; voter campaigns through a predictive Identity
registration records; POS/purchasing Marketplaces solution for auto, property,
transactions; automotive sales and new mover, demographic and lifestyle-
service information; federal, appellate based audience targeting.
and bankruptcy court information; and
unencumbered, online transactional data Third-party software
that is opt in and privacy compliant. integration
• Deterministic identity data elements
span 30-plus years of consumer history, • API interface (SOAP, JSON, XML)
with over 550 million phone numbers, available across most adtech and
850 million emails and 1.4 billion current martech platforms (digital, call center,
and previous consumer postal addresses CRM, offline, etc.).
linked at the individual level. • Connections include integration through
• Probabilistic profile attribute any single identity marker including PII
data elements on over 266 million as well as non-PII (hashed email, MAID
individuals. and IP address).
• Digital device graph Includes more than
320 million mobile ad IDs (MAIDs) and Pricing and support
2.3 billion MAID, hashed email and IP
address pairings. • Pricing is based on volume and total
• Device graph available as on- number of input records.
premise license or through a suite of • Average annual customer spend is $75K.
on-demand services including real • A free data evaluation is available.
time API capabilities. • Annual contracts are required.
• Digital Solution Suite includes the ability • Clients can be fully operational as soon
to append digital identity markers to as 1-2 days after contract execution.
first-party data, append additional digital • Dedicated account executive and
identity markers to digital signals to drive account management team for all
cross-device promotion / measurement, ongoing communication and project
and append core demographics for deliverables.
digital, non-PII-based segmentation and • Customer support via phone, email or
personalization. on-site, as determined by both Infutor
and the client.
Privacy compliance • Add-on professional consulting on
product strategy and custom product
• Compliant with: Gramm-Leach-Bliley development initiatives available as
Act (GLBA), Fair Credit Reporting Act needed.

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Target customer
• Fortune 5000 B2B and B2C companies in the financial services, retail, consumer
packaged goods (CPG), automotive, travel and hospitality verticals, as well as the
businesses that service them, including agencies, technology companies, data providers
and publishers.
LiveRamp
225 Bush St. Company overview
San Francisco, CA 94104 • Founded in 2012.
T: 866-352-3267 • Approximately 1,200 employees.
liveramp.com • Acxiom (NASDAQ: ACXM) rebranded as LiveRamp Holdings (NYSE: RAMP) in October
2018 after selling its Acxiom Marketing Services business to Interpublic Group for
$2.3B.
Key customers • Additional U.S. offices in New York, NY; Philadelphia, PA; Seattle, WA; Little Rock,
AR; and Boston. International offices in Amsterdam, London, Nantong, Paris, Sydney,
Coca-Cola
Shanghai, Singapore and Tokyo.
L’Oreal
Whole Foods
Lowe’s Product overview
Sephora • LiveRamp enables companies and their partners to better connect, control and
Samsung activate data to transform customer experiences and generate more valuable business
outcomes. LiveRamp’s interoperable and neutral infrastructure delivers end-to-end
Key executives addressability for brands, agencies and publishers. LiveRamp does not buy or sell media.
• LiveRamp’s identity graph is a deterministic graph with more than 250 million
Scott Howe,
consumers represented in the U.S., and many more worldwide.
Chief Executive Officer
• Embedded Identity through the AbiliTec Knowledge Base, a non-discoverable
Warren C. Jenson, President, database that returns an AbiliTec ID when sent PII. The Knowledge Base includes
CFO and Executive Managing current and historic consumer data associated with people over the past 45 years,
Director of International and uses a proprietary algorithm to match different representations of records such
David Pann, Chief Product Officer as names, addresses, phone numbers and emails.
• Advertising Identity Infrastructure mobilizes a new digital ecosystem fueled by
James Arra, President and Chief authentications, and built by brands, publishers, partners and individuals with
Commercial Officer privacy centricity and transparency.
Š Publishers authenticate first-party identity across the internet.
Programmatic supply chain platforms bid, transact and measure on IDL
versus cookie-based identifiers.
Š Marketers connect inventory to data and perform people-based targeting
and measurement use cases.
• Primary marketing use cases focus on:
• Segmentation and targeting: Links identities and data to enrich profiles for
audience segmentation and targeting in paid and owned channels.
• Audience building and lookalike modeling: Extends reach by making audiences
addressable in more channels and the basis for modelling lookalike audiences.
• Campaign suppression: Syncs audiences to transactions, service activity and
interaction data to proactively omit customers from campaigns.
• Insights and measurement: Links identities and data to enrich profiles for closed-
loop measurement and to understand how to move customers through the
customer life cycle.
• Customer preference management: Captures consent preferences through
proprietary consent and preference manager platform (Privacy Manager), match
network partnerships and partnerships with external consent management
platforms.

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• Content and offer personalization: • Has a dedicated Global Data Ethics

Applies identity and customer profile program that protects all personally
information for individualized marketing identifiable information (PII).
messages. Links both known and • Engages with industry groups, including
unknown identities to first-, second-, and the Digital Advertising Alliance (DAA),
third-party data across any channel and Internet Advertising Alliance (DAA),
at any level of granularity. Internet Advertising Bureau (IAB) and
LiveRamp
• On-premise hosting currently available. Data & Marketing Association (DMA) on
225 Bush St.
privacy issues.
San Francisco, CA 94104
Data onboarding • Brands maintain ownership of their
T: 866-352-3267
customer data.
liveramp.com
• Provides online/offline matching.
• Offline data captured from CRM, Analytics
customer service, loyalty, telesales,
direct mail and catalog systems. • Connects siloed data to measure impact
• Online data captured from display, across marketing investments by
search, affiliate, programmatic and translating disparate offline and online
social, as well as mobile (app or web), data.
video, digital radio and advanced • Enables identity-enabled cross-channel
television (all forms). measurement to deliver a more
• 100% authenticated deterministic connected view of the customer.
matching. • Provides cross-screen ad measurement
• Unified anonymous and persistent ID so TV advertisers can connect exposures
provided. to business outcomes.

Identity resolution Third-party software

methodology integration
• Licenses referential data from a large • Ecosystem of more than 600 agency,
network of online match partners publisher, data, measurement, media
providing exact 1-to-1 matches to delivery data management platform
permissioned authentication events (DMP), social, search and TV partners
through de-identified traffic from over available via API or pre-built connectors.
1,000 publisher partner sites.
• Maintains hundreds of paid match Pricing and support
partners, including 60 brands.
• Reaches 90 million U.S. households. • SaaS-based pricing based on data
• 200 million unique authenticated volume, number of channels and types of
browsers seen in last 90 days. data licensed.
• 243 million authenticated mobile IDs. • $640K average annual customer spend.
• Invests 100% of company resources • No free trials available.
in building and enhancing the identity • Annual contract required.
graph. • Typical onboarding takes 10-30 days.
• Compiles and outputs graph as a turnkey • Depending on relationship scope,
service to other vendors. dedicated and/or ticketed support is
included.
Privacy compliance
• Privacy Impact Assessments (PIAs) and
operational audits take into consideration
compliance obligations under applicable
laws (e.g., GDPR, HIPAA, GLBA and
CCPA) and associated privacy risks.

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Target customer
• Enterprise B2C and B2B clients spanning all major industries.

Merkle Company overview

7001 Columbia Gateway Dr.
Columbia, MD 21046 • 9600 Employees.
T: (443) 542-4000 • Founded in 1988.
merkleinc.com • Merkle is a data-driven customer experience management (CXM) company that
specializes in the delivery of unique, personalized customer experiences across
platforms and devices. The company’s heritage in data, technology, and analytics
Key customers forms the foundation for its skills in understanding consumer insights that drive hyper-
personalized marketing strategies.
SoFi • Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout
Citizens Bank the US, EMEA, and APAC. In 2016, the company joined dentsu.
AARP
NBCUniversal Parks & Resorts Product overview
American Heart Association
• Merkury is an enterprise identity solution that enables the growth of first-party identity
Key executives and data. Components include:
• Merkury Identity: Digital Consumer Recognition (DCR) is a tag-based technology
Craig Dempster, that helps clients recognize anonymous digital engagers. Terrestrial Consumer
Chief Executive Officer Recognition (TCR) helps clients resolve offline first-party data. Both enable clients
John Lee, Chief Corporate to resolve all their first-party IDs and data to a common person-based ID therefore
Strategy Officer    helping build their “private identity graph.”   
• Merkury Data: Third-party offline sourced data consisting of thousands of Merkury
Peter Randazzo, Global Chief proprietary and leading branded consumer data attributes pre-connected to the
Technology Officer Merkury ID.   
Dr. Simon Rice, • Merkury Connections: Enables connectivity of the Merkury ID to media publishers,
Data Protection Officer ad-tech, and martech platforms. 40+ direct to publisher cookieless integrations and
the first identity integrations with leading marketing cloud CDP solutions.  
• Merkury Clean Room: A privacy-safe data and analytics environment enabling
clients to perform advanced segmentation, modelling, and closed-loop
measurement and attribution at an individual, anonymous Merkury ID level.

Merkury’s differentiators:
• Identify anonymous consumers post-third-party cookie deprecation to create and grow
a first-party private identity graph.
• Cross-channel addressable targeting post-third-party cookie that’s owned, controlled,
and scaled by brands, not third-party identity providers.
• 75%+ of marketable US population able to be targeted at addressable level across
premium display and TV with closed-loop measurement.
• Merkury ID and matched data like email addresses provided to clients.
• Transparency into the quality of person-based identity with confidence scores for all
matched identifiers.
• Directly integrated into Adobe’s Experience Platform (AEP) and Salesforce Customer
360 (C360) CDP platforms.

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Data onboarding • 10 traditional cookie-/device-based

platforms reach DMPs, DSPs, and
• At the core of Merkury is the Terrestrial trading desks
Consumer Recognition (TCR) and Digital
Merkle Consumer Recognition (DCR) services.
7001 Columbia Gateway Dr.
Identity resolution
• Both services ingest advertiser’s
Columbia, MD 21046 methodology
identity signals and resolve these to a
T: (443) 542-4000 common person-based ID, the Merkury • The Merkury ID population represents
merkleinc.com ID. For TCR, this resembles the more the marketable US adult population
traditional definition of “onboarding” as of 242 million by processing person—
with an offline CRM file. For DCR, this is based historical data across dozens of
recognition of anonymous site visitors, referential data sources and partners.
CRM, and media engagers. • Groups identifiers, cookies, devices, and
• Both services result in the linkage channel IDs belonging to an
of a first-party customer record or individual used to facilitate matching,
digital engagement to a Merkury audience creation, and measurement.  
ID, and therefore can be considered • Supports custom database builds and
“onboarded” to the Merkury ID graph. “private identity graph” enablement.
• The Merkury ID is enhanced by offline
• Merkury can accept the following third-party data, which
identity signals as inputs for onboarding: includes thousands of attributes such
• Name and address as demographic, financial, auto, home,
• Email address or hashed email purchase, etc.   
address • Clients can expand the identity
• Phone number graph with licensed branded PII-based
• Web analytics log files (while sources (i.e., Oracle, Experian, IRI).  
remains available) • First-party digital signals (i.e. website
• Ad server impression log files (while visits, logins, media exposure and
remains available) engagement) are resolved to the
• DSP or trading desk impressions Merkury ID which helps clients build and
logs (while remains available) grow their first-party private identity
• Device IDs graph.
• IP addresses
• Browser and network signals
Privacy compliance
captured by the Merkury Tag
• Merkle operates globally
• Second, once onboarded, Merkury across varying data protection and
provides connectivity at a person level privacy-regulated areas, including CCPA
to over 60 publishers and platforms to and GDPR. The company offers CCPA
enable both planning and activation use and GDPR compliant processes for our
cases. Called Merkury Connections, this own processing operations and those
component provides the ability to match of our clients, as well as compliant
the Merkury ID at a person level to: processes for industry-specific
• 40+ direct publisher integrations to regulations (i.e. FCRA).
a person level • Merkle participates in the
• 10+ premium social media platforms Digital Advertising Alliance’s
and publishers like Facebook, (DAA) AdChoices program as well
Google, and Amazon as IAB and DMA.
• 15+ Advanced TV platforms • As a service provider, clients maintain full
(Addressable, Connected, Audience control and ownership of the data they
Based Linear, and Local/National provide, and Merkle operates under the
Linear) direct instruction of clients.

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Analytics • Custom propensity modeling

• Closed-loop conversion
• Merkury supports two types of users measurement
from an analytics perspective: • Advanced segmentation
Merkle
7001 Columbia Gateway Dr. 1. Media Planners and Business Users
Columbia, MD 21046
Third-party software
• The Merkury Explorer user interface
T: (443) 542-4000 integration
(UI) can generate insights by profiling
merkleinc.com audiences using over 10k data attributes. • Merkury supports dozens of
Automated insights reporting can be direct data streaming connections
downloaded from the platform for via RESTful APIs and pre-built
analysis and to use in presentations. partner and client connectors to
• The UI also has an automated major adtech and martech platforms, as
machine learning-based look- well as proprietary person ID
alike modeling capability that synchronizations across over 40
has been built using Python and premium display and TV partners (see
Apache Spark. This tool helps Data Activation section).   
users understand which attributes • Reaches an additional 600+ platforms
contributed positively or negatively via onboarding partners where person-
to an outcome variable. Users can based audiences need to be delivered for
also create an audience based on activation.
outputs and select the size based on • Merkury provides pre-built connections
the predictive power of the model. for marketing campaign activation:
• Merkury Explorer UI has an • Adtech: Google DV360, Trade Desk,
automated segmentation capability AppNexus person ID to third-party
that allows users to find mutually cookie synchronizations for onboarding
exclusive segments within an audiences. Oracle and LiveRamp pre-
audience. The tool discovers how built integrations as cookie onboarders.
many clusters exist in that • Martech: Adobe DMP (AAM)
audience, groups those clusters into - Merkury ID to Adobe master device ID
segments, and understands what synchronization for audience matching
makes each segment unique. and ID resolution.
• Proprietary Integrations: Merkury
2. Data Scientists includes pre-built, two-way ID
• The Merkury clean room environment synchronizations to 40+ premium
provides individual level Merkury ID’s display and TV partners. Many partners
and appended data in an anonymized such as Pandora, Verizon Media,
and privacy safe environment. Meredith, Conde Nast, and Hulu include
cookieless ID syncs of logged-in data
• The data feeds include: (email address). Index Exchange (SSP)
• Site visitor and CRM data resolved and MediaMath DSP ID integrations
to the Merkury ID supporting addressable targeting
• Publisher log files resolved to the across non-logged-in environments.
Merkury ID Xandr (ATT/Warner) ID sync at the
• Merkury third-party data (which has household level for addressable TV,
been licensed by clients) resolved to comScore household level ID sync for
the Merkury ID linear TV planning.
• Clients’ partner second-party data • Media Platform Match
resolved to the Merkury ID Partnerships: API-based matching to
• Merkle, client, and agency data science Google, Facebook, Twitter, Snapchat,
teams can use this data to perform a Amazon, Pinterest and others.
variety of analytical tasks such as:   
• Insights

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Pricing and support • Average annual customer fees range

from $100K to $5MM+
• An annual contract is required. • Onboarding time and
• A free trial is available. processes vary based on selected
Merkle • Merkury pricing is flexible and based on components and customizations. Identity
7001 Columbia Gateway Dr. selected components and client resolution services are typically
Columbia, MD 21046 use cases: delivered in two weeks. Additional data
T: (443) 542-4000 • Identity resolution and analytics services
merkleinc.com (CRM, digital records and require configuration ranging
engagement) and matching/ from two to twelve weeks.
onboarding services follow a CPM, • A range of tiered support is offered
volume-based model on input and — basic operational through fully-
matched records. outsourced partnership models.  
• The Merkury UI and Data Clean • Add-on strategic business and/
Room UI follow an annual license or technology consulting,
fee model based on user seats and analytics services and media
setup fees.   services are available.

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Target customer
• Enterprises across all verticals in both B2C and B2B.

Company overview
• 610 Employees.
• Founded in 2011.
• Treasure Data is an independent company. In November 2021, Treasure Data received a
Treasure Data $234 million dollar investment from SoftBank Corp., the largest single funding round for
800 W El Camino Real, a customer data platform to date.
Mountain View, CA 94040 • Treasure Data is based in Mountain View, California, with additional offices in Tokyo,
T: (866) 899-5386 Japan and Seoul, Korea.
treasuredata.com
Product overview
Key customers • Treasure Data’s primary focus is making its CDP the data backbone to enterprise-wide
customer-centricity. Treasure Data smart CDP, which includes its identity resolution
AB InBev capabilities, lets clients see each customer and develop a unified data, insights and
Dentsu engagement strategy across the enterprise. Use cases include:
Maruti Suzuki • Powering marketing. Advertising, campaigns and loyalty teams benefit from unified
Stanley Black & Decker customer data and advanced analytics for segmentation, analysis of past multi-
Subaru channel campaign results and journey orchestration.
US Soccer Š Connecting siloed and custom systems with schemaless and flexible
integrations.
Key executives Š Managing, storing and querying flexible data formats. Smart workflows prep,
cleanse, transform and enrich.
Kazuki Ohta, Chief Executive Š Seeing customers across systems by resolving identities across channels and
Officer and Co-Founder business units. Actionable customer profiles unify data, attributes and AI-
Dan Weirich, Chief Financial powered intelligence.
Officer and Chief Operating Š Governing data from ingestion through usage in millions of activations.
Officer Š Optimizing media effectiveness with suppression and high-value targeting.
Š Increasing conversions and revenue through the creation of continouous
Eugene Saburi,
one-to-one experiences connected across digital channels, offline and in-
Chief Business Officer
person.
Tom Treanor, Š Increasing upsell through personalized recommendations for next best
Chief Marketing Officer product, personal offers and best channel.
• Providing audience building and insights.
Š Including RFM, MTA modeling, multivariate testing and analytics with
purpose-built dashboards.
Š Identifying audiences most likely to take action through self-serve lookalike
modeling.
Š Automating audience discovery with ML, and/or building dynamic audiences
with any attribute.
• Accelerating customer-centric digital transformation. The single source of truth
connects marketing, services and sales, with relevant customer context and AI-
powered recommendations.
Š Increasing CSAT & call center conversion by providing service agents with
context about a customer’s most recent activity and exposure to marketing
campaigns.
• Managing complex, changing data. The cloud big data platform combines a
data lake for massive volumes with real time access and tools for data scientist
productivity. The platform ingests 2 million rows/second, processes 5 Quadrillion
rows/month and activates 40 Billion profiles/month.

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• Managing global privacy, security • Household hierarchy connects

and organizational complexity. individual identities OOTB
• Offers granular permissions, privacy accelerators (Treasure Boxes) to
management and tools to support an connect to nearly any third-party ID
organization with multiple teams in graph, DMP or DSP.
the system. • Treasure Data also partners with a wide
variety of vendors Acxiom, LiveRamp,
Data onboarding TapAd, Neustar, Allant and Experian.
• Anonymous profiles are tracked against
Treasure Data • Data ingestion is schemaless (ELT) and Treasure Data first-party server side
800 W El Camino Real, doesn’t require the typical extract, cookie, our cross domain third-party
Mountain View, CA 94040 transform, load (ETL) process which cookie, MAIDs, 2P IDs, 3P IDs from
T: (866) 899-5386 forces a target schema. It makes it easy partner ID graphs, or other data (eg
treasuredata.com and quick to load in a wide variety of data custom IDs, IP address), obtaining the
as well as support changing data sources desired identifiers for activations.
as marketing work with new vendors,
website or mobile apps change or the Analytics and reporting
business evolves.
• Additional integration options include: • Self-service ML and built-in ML allow
• Websites and mobile apps. Data is clients to forecast what comes next
streamed to/from websites using and how to best respond. With an
a Javascript SDK and IOS/Android unlimited lookback window and granular
SDKs. data across-brands and departments,
• Applications. SDKs (Java/Ruby/ marketers can utilize deep learning
Python) can be used to bring in data. models to forecast Next Best Action,
• IOT/Server streaming. Server-side LTV, propensity to buy, churn, Multi-
Agent or IoT device Agent streams Touch-Attribution. The platform runs
data from Weblogs, Ad logs, access OOB white-box ML models or own code/
logs or IoT devices. models.
• API endpoint. API endpoint can • Treasure Insights is a fully-featured
postback events or call in custom dashboard reporting and data
scripts (REST API and Postback AP visualization solution which includes pre-
custom webhooks, FTP, and SFTPI). built, out-of-the-box reports.
Built for scale, it handles real-time • Real-time dashboards monitor real-
event processing. time events and subsequent actions,
• New direct connectors are built at identify optimization opportunities,
the customer’s request. trends, cross-channel business
impact and take action.
Identity resolution • Reports track key business
methodology metrics over time (e.g. sales, churn
prediction, propensity to purchase,
• Treasure Data unifies cross-channel product usage, CSAT scores).
customer and device data with ID • Visualizations of marketing KPIs
unification in a first-party identity graph such as website analytics, social
featuring: media analytics, content engagement
• ML-based identity resolution that metrics (visitors, open rate, click-
supports both probabilistic and through rate, bounce rate) to
deterministic matching, parter ID optimize campaigns & track ROMI.
and device graphs. • Attribution and campaign
• Any identifiers can be used in order performance reporting providing
to join data coming from several data effectiveness scores across
sources marketing media & channels.

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• Integrates with most external Japan, and Korea.

reporting and analytics tools such
as Tableau, Qlikview, Domo, Looker, Third-party integrations
PowerBI and Chartio.
• Users can set up notifications on • Treasure Data is designed to connect to
critical KPIs or thresholds as part of all components of its customers existing
workflows. tech-stacks.
• Out-of-the-box, Treasure Data supports
Collaboration and workflow over 400+ connectors with the most
Treasure Data common martech, ad tech and database
800 W El Camino Real, • Treasure Data CDP fosters collaboration technologies including advertising,
Mountain View, CA 94040 as one platform provides solutions for CRM, e-commerce, DMPs, marketing
T: (866) 899-5386 technical data engineers, flexibility for automation, email, SMS, aocial media,
treasuredata.com analysts and data scientists and ease web, IoT, cloud storage and databases.
of use tools for marketing and business • A full list of integrations can be found on
users. the company’s site.
• Built for multiple teams and brands • Treasure Data also has an API endpoint
across geographies, the CDP includes that can be used to postback events
access controls which help groups focus or call in custom scripts. This endpoint
exclusively on the data relevant for their is built for scale and can handle real-
team, whether it be a regional group, a time event processing. Treasure Data
different business unit or an organization can ingest data from various sources,
such as marketing, sales or customer including the user’s browser (uploading a
support. CSV, TSV, etc.), API (using our REST API
and Postback API), custom webhooks,
Privacy and data security FTP, and SFTP.

• Certifications include SOC 2 Type Pricing and support

2, ISO/IEC 27001:2013, FISC and
PrivacyMark. • Annual contracts are required.
• Protections for customer data: • No free trial is available, but 8-week
• Customer managed access and proofs of concept (POCs) are offered.
password configurations, such as: • Treasure Data is sold in a SaaS
SSO-based authentication (over subscription model, typically for an
SAML 2.0) with enterprise IdPs. annual term.
• Granular policy based permissions. • License pricing model follows a tiered
• IP address whitelisting for entire approach for CDP with pricing based on
account or user. the number of known profiles.
• Extensive audit logging and • Typically, initial results are available days
monitoring available within the after data ingestion.
application. • Support via chat, email or emergency
• Customer configured data masking page is available 24x7x365 staffed with
and hashing on columns within the direct Treasure Data employees, in three
CDP. global zones (US, Japan, and EU). SLA on
• Data in-transit and at-rest response time is pricing plan dependent.
encryption via HTTPS/TLS/AES- • Treasure Data also offers add-on
256. premium support, professional services
• All infrastructure in AWS global and custom integrations. Technical
regions to comply with industry and Account Manager plans offer enriched
local privacy/data residency laws. support.
Applicable regions include US, EU,

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Target customer
• Enterprises in grocery, retail, restaurants, financial institutions, consumer packaged
Vericast goods, healthcare, travel, entertainment, home services, personal services, technology,
15955 La Cantera Pkwy telecom and automotive.
San Antonio, TX 78256
www.vericast.com Company overview
• Vericast was introduced as a single brand in 2020, born from unifying independent lines
Key customers of business – Valassis, Harland Clarke, QuickPivot and NCH Marketing – merging digital,
print, logistics and data capabilities to serve clients across multiple industries.
Not disclosed • More than 5,000 employees.
• Acquired digital advertising technology company MaxPoint Interactive in August 2017
Key executives for $95M.
• Headquartered in San Antonio, Texas.
John O’Malley, Chairman and • Vericast is a marketing solutions company that helps businesses across many industry
Chief Executive Officer verticals, including grocery, consumer packaged goods, restaurant, retail, and financial
services, connect with consumers through data, analytics, and a broad portfolio of
Steve Albright, President
digital and print solutions.
Susan Lee, Group President,
Digital Marketing & Technology Product overview
Solutions
Susan Rothwell, • Operates as a managed service provider that uses its closed-loop, fully owned marketing
Chief Revenue Officer platform, Illumis, to manage client advertising campaigns from start to finish.
• Illumis connects a marketing stack of intelligence, media, optimization, and
measurement offerings, and enables Vericast to execute holistic marketing
programs across print and digital channels.
• The Vericast Consumer Graph is the interconnected technology that fuels intelligence
and insights throughout the Illumis platform.
• Primary marketing use cases focus on identity resolution, data onboarding, persona
and lookalike audience modeling, and insights and measurement.
• The Graph onboards and matches customer lists, selects the right customers for
each campaign, finds lookalike prospects, engages them across channels and closes
the loop by measuring performance.
• As a managed service provider with dedicated hosting servers, data is stored on-
premises.

Data onboarding
• Provides offline/online matching; can match on physical address, email address, device
ID, cookie or IP address.
• Clients upload data via a secure FTP site. Any personally identifiable information (PII) is
automatically removed and replaced with a unique Customer ID.
• Proprietary automated processes match customer data to the Vericast Consumer
Graph for media activation and enrichment.
• Documented requirements for formatting the inbound customer list file ensure the
highest possible match rates, as well as adhere to service level agreements (SLAs)
for matching and activation.
• Match algorithm customization is not available. All inbound customer list files should
follow Vericast guidelines.
• Match rates are 80%-plus, when matching by physical addresses.
• Confidence scoring is not provided.
• Persistent ID is provided.

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Identity resolution • Participates in the Digital Advertising

methodology Alliance’s (DAA) AdChoices program and
Self- Regulatory Principles.
Vericast • The Vericast Consumer Graph was • Options for consumers to opt-out.
15955 La Cantera Pkwy built from the ground up to create deep • Brands maintain ownership of their data.
San Antonio, TX 78256 connections with consumers, with more
www.vericast.com insight into their unique needs as they Analytics
change and grow. It connects online
and offline proprietary and third-party • Offers flat file enrichment along with
audience data sets, delivering holistic media activation.
insights that help clients get to know and • Offers customer onboarding along
reach consumers both on and offline. with media activation. This includes
• Vericast owns its referential data. onboarding customer lists, expanding
• The Graph analyzes 110 billion daily addressable audiences via lookalike
intent signals and 33 billion daily location modeling, and extending engagement
signals across 1.4 billion devices, as well across all known devices via cross-
as 2 billion offline coupon redemptions. channel activation.
• Reaches 120 million households across • Measurement and reporting are
devices, which are authenticated to its provided for these engagements,
household mailing file to accurately map which may include audience insights,
individuals to their homes and engage foot traffic impact or sales impact
the same consumer intelligently across studies.
channels.
• The Graph anonymously connects data Third-party integrations
and devices via multiple identifiers,
including device ID, cookies, IP address • Pre-built martech integrations with
and lat/long coordinates, and anchors all LiveRamp and Oracle; programmatic
data to the household. audience segments available through
• Location data comes from direct access leading connected DSPs and trade desks.
to bid streams, as well as partnerships • Includes third-party integrations
that acquire location activity from for ad serving and viewability, such
multiple sources including apps and as IAS, DoubleVerify, DoubleClick,
beacons. Oracle Moat and Comscore.
• Through advanced location techniques,
each consumer identity and household Pricing and support
is mapped to its environment including
store and neighborhood for additional • Annual contract not required.
precision and one-to-many scale. • No free trial available.
• Proprietary data includes interest, in- • Pricing based on incremental premium
market status, predictive demographics, cost-per-thousand (CPM) impressions
store visit likelihood and coupon with CRM list targeting as part of a
redemptions. media buy.
• Third-party purchase and behavioral • Minimum $50K quarterly campaign
data is applied to enhance vertical spend.
targeting for CPG, retail, automotive, • Typical onboarding time and process
healthcare and financial services. is between 5 and 7 days, depending on
client data components.
• Client uploads data via a secure FTP site.
Privacy
• Dedicated account management
• SOC II compliant for customer data team works directly with clients on
storage for digital solutions. transfer of customer data, campaign
• Complies with applicable privacy set-up, execution and post-campaign
regulations. measurement.

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Target audience
• Zeta’s target audience includes both large ($1 billion+ in revenue) and mid-size ($50
million-$1 billion in revenue) organizations.
Zeta Global
3 Park Avenue, 33rd Floor Company overview
New York, NY 10016
T: (212) 967-5055 • Founded in 2007.
www.zetaglobal.com • 1000 employees.
• Over the last three years, Zeta Global has acquired surveying tool Apptness (October
Key customers 2021), AI and content classification company Temnos (January 2019), DMP and DSP
Sizmek (April 2019) and location data company PlaceIQ (July 2019). The company says it
Not disclosed makes strategic acquisitions with an eye toward incorporating unique technologies into
its core offering, the Zeta Marketing Platform (ZMP).
Key executives • Zeta Global Holdings Corp. (NYSE:ZETA) is a data-driven, cloud-based marketing
technology company that assists its enterprise customers to acquire, grow and retain
David A. Steinberg, customers.
Co-Founder, Chairman and Chief • The Zeta Marketing Platform (ZMP) is an omnichannel marketing platform built around
Executive Officer identity data. the platform analyzes structured and unstructured data points to predict
John Sculley, Co-Founder, customer intent and leverage artificial intelligence to personalize experiences.
Vice Chairman and Director • Zeta Global is headquartered in New York City and has offices around the world,
including in San Francisco, London, Paris, Hyderabad, Prague and Rio de Janeiro.
Steven Gerber, President and
Chief Operating Officer
Product overview
Christopher Greiner,
Chief Financial Officer • The Zeta Marketing Platform (ZMP) helps brands achieve their business goals by
providing them with a real-time view of prospects and existing customers, leveraging AI
to create personalization in every channel at depth and scale.

Use cases
• The Zeta Marketing Platform (ZMP) is a single platform with native ESP, CDP DMP, and
DSP capabilities, along with the assets of Zeta’s Data Cloud. Flexible integrations also
enable the ZMP to inform partner technologies across channels in real-time. ‘
• Core capabilities include:
• Cloud technology, with native AI at its core, built to power hyper-personal messages
at scale.
• The ability to activate programs across channels.
• Patented, exploratory AI that continually optimizes audiences, messages, offers and
channels.
• The ability to scale up to sending billions of emails with 99.9% uptime.
• Access to Zeta Global’s 750 million permission-based identities, allowing
customers to map data to real individuals and achieve a single view of the customer.
Additionally, Zeta supports identity management for prospects and customers
based on a persistent ID.
• Services to help marketers identify growth opportunities and achieve results.
• A centralized data repository that lets users merge and use new data sources
immediately. Customers can also enrich profiles with proprietary intent and
behavioral data. The system also provides capabilities for normalization and
unification.
• Measurement and analytics, including AI-generated insights and Zeta’s Opportunity
Explorer.
• Live segmentation and native omnichannel personalization capabilities.

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Data onboarding identities are resolved and resolution

can be resolved based on unique
• The ZMP has robust API and data combinations of multiple identifiers
onboarding capabilities to retrieve online such as physical address and name (with
Zeta Global and offline data in real-time to enrich match standards).
3 Park Avenue, 33rd Floor customer-observed data.
New York, NY 10016 • The platform connects to a range of Privacy compliance
T: (212) 967-5055 systems to create a profile of each
www.zetaglobal.com customer, including transactions, • Zeta has both an internal Information
interests, and engagement across security team and a privacy compliance
channels and devices. team to ensure client data is safe and
• Marketers can leverage any structured properly handled.
or unstructured data source from • The company’s application and web
popular CRM and ERP databases, point- servers are behind perimeter level
of-sale systems, help desk and contact carrier-grade firewalls supported by
center systems, marketing/advertising Intrusion Prevention System to prevent
software and analytics tools. abuse, cross-site scripting, DoS attempt,
• Within ZMP it is possible to interact and unauthorized access.
with external API endpoints at campaign • ZMP uses Auth0 for authentication with
execution time to pull in live data to drive IP whitelisting/SSO.
personalization and decisioning. Once • Data is encrypted at rest.
an external data source is established, it • All servers are secured with a host-
can be used through a liquid script within based Intrusion Detection System and
the campaign as if the data were local. Sophos DLP. Endpoint protection is also
This capability provides a way for even installed. Workstations are protected by
non-technical users to enrich triggered Sophos Endpoint protection, DLP and
events with information from a wide web content filtering.
range of sources. • Zeta aligns to ISO27001, and SOC 2
• Zeta’s data hygiene processes Type 2 audits annually.
standardize, validate, correct, and parse
critical elements that ensure accurate Analytics
and complete profile unification.
• The ZMP’s Analytics Central product
Identity resolution suite offers marketers access to tools
methodology such as
• Dashboard: hundreds of factors
• Zeta’s proprietary identity graph, impacting overall performance
the Zeta Data Cloud, is, according summarize relevant events with easy-
to the company, one of the world’s to-understand data visuals, reporting
largest owned, deterministic data sentences and actionable recommended
sets—collected from proprietary opt-in optimizations or opportunities for
information, enriched in real-time by further analysis.
a range of offline and online signals, • Report Builder: flexible, ad hoc
including up-to-the-minute identity and reporting tool that allows marketers
intent data. to build unique Customer Marketing,
• The company’s baseline identity Prospect Marketing, Programmatic,
configuration is anchored on high- Customer Data Management, and
confidence consolidations that are easily Website Overlay reports directly in the
syndicated across clients’ operational ZMP.
ecosystem leveraging Zeta’s master • Audience: a preconfigured report that
identity graph that cross-references to gives marketers visibility into how
each source system’s ID. segments are performing over time. The
• Zeta allows clients to determine how segments can be analyzed individually

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or compared with each other for a more • Factors include services required
comprehensive insight. (retained or project-based), the
• Custom: the Custom tool allows complexity of integration and the
marketers to embed reports from any number of users and records under
Zeta Global Business Intelligence (BI) and/or any management.
3 Park Avenue, 33rd Floor web-based tool directly into the ZMP. • An initial multi-year contract term is
New York, NY 10016 typical and may include a combination
T: (212) 967-5055 Third-party integrations of operational and technical support,
www.zetaglobal.com deliverability, strategy, and account
• ZMP was designed with flexible management.
integration options to maximize data • Fixed/base components include an
portability. The ZMP provides two- annual license fee, standard
way communication through various platform configurations, dedicated
integration methods, from real-time account service and tools. Variable
(JavaScript library, API, mobile SDK), to components include setup fees,
feeds, to batch-based data integration. third-party integrations, and service
• Rather than pre-creating connectors engagements.
that may or may not meet clients’ needs, • Zeta provides both technical support
Zeta offers Channel Manager, a tool and account management support to
that allows clients to configure their all clients. Global technical support is
connections directly from open APIs available 24/7 through a ticketing system
using appropriate documentation. or email. Clients also have a dedicated
account manager and account director
Pricing and support who manage the overall relationship.
These team members are available
• An annual contract is required. Monday through Friday from 9 a.m. to 6
• No free trial or pre-purchase testing is p.m.
available. • Zeta also offers additional services
• Zeta has a flexible pricing model that can including campaign operations,
be applied depending upon the needs of marketing experience design, analytics,
the client. strategy and creative.

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