enterprise identity - experian · 2019-02-27 · oracle data cloud ... identity verification...

MARTECH INTELL IGENCE REPORT

A MARTECH TODAY RESEARCH REPORT

ENTERPRISEIDENTITYRESOLUTIONPLATFORMS:A MARKETER’S GUIDE

Marketing inthe momentMarketing inthe moment

Connect with the peoplebehind the devices.

www.signal.co

Customer identity lies at the heart of any good customer experience. You need to know who consumers are and where they’ve been in their journeys in order to keep pace with personalized brand engagements.

Signal’s identity resolution solution continuously recognizes customers across channels and deterministically maps them to a single and persistent person-based identifier, so Marketers can:

Activate the right mediaRead customer cues in real-time to accelerate (or suppress)interactions and spend

Personalize customer experiencesCombine online and offline data to power 1:1 engagements

Monetize people-based audiencesTie site traffic to person-based identifiers to build more valuable audiences

https://www.signal.co/?utm_source=martechtoday&utm_medium=paid&utm_campaign=print-ad

© 2019 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: [email protected]

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 ContentsScope and methodology ......................................................................................................... 2Enterprise identity resolution platform market overview ..................................................... 3

Table 1: US expenditures on identity solutions, 2016-2022 (P) ....................................... 3Data management and governance pose challenges .......................................................... 4

Table 2: What are the key focal points in your identity-related investments and initiatives over the past 12 months? ......................................................................... 4

M&A heats up in crowded vendor market ........................................................................... 5Enterprise identity resolution platform capabilities............................................................... 6

Data onboarding .................................................................................................................. 6Identity graph ....................................................................................................................... 7Privacy compliance and data ownership .............................................................................. 7Third-party software integration ........................................................................................... 9

Table 3: Select enterprise identity resolution platform features ...................................... 9Choosing an enterprise identity resolution platform ........................................................... 10

The benefits of using enterprise identity resolution platforms ........................................... 10Enterprise identity resolution platform pricing ................................................................... 10

Recommended steps to making an informed purchase ...................................................... 11Step One: Do you need an enterprise identity resolution platform? ................................. 11Step Two: Identify and contact appropriate vendors ........................................................ 12Step Three: Scheduling the demo ...................................................................................... 12Step Four: Check references, negotiate a contract ............................................................ 14

Conclusion .............................................................................................................................. 15Vendor profiles ...................................................................................................................... 16

Acxiom ................................................................................................................................ 16Drawbridge ......................................................................................................................... 18Experian Marketing Services .............................................................................................. 20FullContact ......................................................................................................................... 23Infutor ................................................................................................................................. 25LiveRamp ............................................................................................................................ 27Oracle Data Cloud .............................................................................................................. 29Signal .................................................................................................................................. 32SmarterHQ ......................................................................................................................... 34Tapad .................................................................................................................................. 36Throtle ................................................................................................................................ 38Valassis Digital .................................................................................................................... 40

Resources ............................................................................................................................... 42




Scope and methodologyThis report examines the current market for 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 company 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. The goal is to enable marketers to “close the loop” of 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. This report is solely focused on identity resolution platforms targeting marketers and marketing use cases.

If you are considering licensing an enterprise identity resolution platform, this report will help you decide whether you need to. This report is not a recommendation of any 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 January 2019. These, in addition to third-party research, form the basis for this report.

February 2019Editorial Adviser:Edward Allburn, President & CEO, DataDelta Inc.

Research/Writers: Karen Burka, Senior Research Consultant, Third Door MediaEmily Fraser Voigt, Freelance Writer

Editor:Claire Schoen, Director, Marketing Services Content, Third Door Media

http://datadelta.com

http://thirddoormedia.com/

http://www.efveditorial.com

http://thirddoormedia.com/

Create an amazing customerexperience at every touchpoint.

INDUSTRY-LEADING IDENTITY RESOLUTION

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Enterprise identity resolution platform market overviewIdentity resolution -- the process of connecting the growing volume of consumer identifiers to one individual as he or she moves across channels and devices – has become critical to marketing success. US consumers are projected to own up to 13 connected or networked devices by 2021, according to Cisco’s annual Visual Networking Index. As consumer adoption of connected speakers, home management solutions, smart TVs and wearables continues to skyrocket, that figure is expected to climb even higher.

At the same time, consumer expectations for relevant, personalized brand interactions across all of their preferred touchpoints have risen just as quickly. Forrester Research found that nearly three-quarters of consumers react negatively to inconsistencies in brand experiences across devices.

In today’s competitive environment, it is essential that brand marketers understand which online devices and offline behaviors belong to a consumer as well as who that consumer is. Every time a consumer interacts with the brand – regardless of channel – a different identifier (also called a key) can be attributed to that individual. These identifiers can include an email, IP or physical address, mobile phone number, digital tag or cookie. More than half of marketers surveyed say their companies have intensified their focus on identity, yet only 16 percent say their organizations can identify their audiences accurately and consistently, according to strategic consulting and research firm, Winterberry Group.

As a result, enterprise brands are stepping up their investments in identity resolution platforms, which create and maintain a database of persistent individual and/or household profiles based on a plethora of first-, second- and third-party data sources and identifiers. US spending on identity solutions is forecast to reach $900 million in 2018 and increase at a compound annual growth rate (CAGR) of 30 percent to $2.6 billion by 2022 (see Table 1). Nearly half of marketers surveyed by Winterberry Group say they plan to invest more in identity solutions in the next 12 months.

Table 1: US expenditures on identity solutions, 2016-2022 (P)

$400$600

$900

$2,600

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

2015 2016 2017 2018 2019 2020 2021 2022 2023

In $

Mill

ions

30% CAGR

Source: Winterberry Group, Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace

In today’s competitive environment, it is essential that brand marketers understand which online devices and offline behaviors belong to a consumer as well as who that consumer is.




The marketing use cases for identity resolution focus on creating a 360-degree view of each customer in order to deliver more targeted and accurately personalized brand messaging. By marrying personally identifiable information (PII) such as name, address and phone number with non-PII (IP addresses, for example) and online and offline channel data, identity resolution becomes the foundation for marketing analysis, insight, attribution and media optimization, with the goal of creating a better customer experience across all channels.

More than half of marketers surveyed say their identity resolution initiatives over the past 12 months have focused on the development of audience insights for segmentation and targeting, according to Winterberry Group (see Table 2). Email personalization and offline-to-online targeting round out the top three most popular use cases.

Table 2: What are the key focal points in your identity-related investments and initiatives over the past 12 months?

21%

23%

23%

24%

25%

44%

54%

Paid media personalization

Retargeting

Attribution

Location-based targeting

Offline-to-online targeting

Email personalization

Development of audience insights forsegmentation & targeting

Source: Winterberry Group, Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace

Data management and governance pose challenges

Yet significant challenges stand in the way of effective identity resolution – both within and beyond the marketing organization. Customer data can be scattered throughout the enterprise, or siloed within departments, which can hinder marketers’ ability to develop and nurture relationships. A consumer might use different identifiers to research something on one device (i.e., desktop cookie or login name), call the company on another (i.e., mobile phone) or buy something at the company’s store (i.e., loyalty ID or credit card). Each of these identifiers could live in a different department or database, with disparate collection and matching requirements.

In recent years, consumers also increasingly mount their own, personal disinformation campaigns where they intentionally introduce data quality errors such as name typos to undermine organizations’ data linkage efforts. While identity resolution can help marketers stitch the data together to create a complete view of the person, it is not easy. Even when internal organizational silos are broken down, there may be additional issues exporting customer IDs to martech ecosystem partners using their own master IDs within their systems.

The marketing use cases for identity resolution focus on creating a 360-degree view of each customer in order to deliver more targeted and accurately personalized brand messaging




Marketers must also be vigilant about balancing identity resolution initiatives with customer privacy. Many consumers have become wary of how brands use their data in light of the steady stream of high-profile headlines about enterprise data breaches and data-sharing practices. The European Union’s General Data Protection Regulation (GDPR) went into effect in May 2018 and impacts all US marketers and data firms handling European data or serving customers in the EU.

In June 2018, California legislators passed the California Consumer Privacy Act of 2018, which grants consumers more control over the use of their personal information online. The law goes into effect in January 2020. Organizations face the risk of regulatory compliance fines when, for example, Subject Access Requests by consumers fail to deliver ALL of their related data as required. Virtually all of the identity resolution platform vendors profiled in this report are in compliance with GDPR and have clear policies for consumer consent on how their data is used.

M&A heats up in crowded vendor market

The enterprise identity resolution platform market is crowded with pure-play platforms, large data firms and credit reporting companies. Identity resolution is a capability that many martech ecosystem platforms provide incidentally, but not as a standalone product or service. However, with a unified customer view becoming a marketing imperative, more vendors are using venture capital and external acquisitions and divestitures to fuel expansion of their identity resolution product sets (see sidebar).

In October 2018, Acxiom (NASDAQ: ACXM) sold its core data business, Acxiom Marketing Solutions, to Interpublic Group (IPG) for $2.3 billion. The company then rebranded as LiveRamp Holdings (NYSE: RAMP) to focus on its identity resolution technology and platform. Earlier in the year, LiveRamp acquired Pacific Data Partners, a B2B marketing data provider, to expand its identity graph.

Tapad divested its media services business in January 2018, selling to social media adtech provider Brand Networks, to focus on its core identity resolution data capabilities. With credit reporting agency Experian already in the market, TransUnion led an undisclosed Series B investment round in Throtle in December 2017. The funding was earmarked for further identity resolution software development.

Drawbridge received $15 million in venture funding in August 2018 to pivot from its core advertising audience use cases and grow staffing as well as technology investment in identity analytics and authentication.

Select IR platform vendor financial transactions, 2017-2018

November 2018• Infutor: Acquired Ruf Strategic

Solutions

October 2018• Acxiom: Sold Acxiom Marketing

Solutions to Interpublic Group (IPG) and rebrands as LiveRamp Holdings (NYSE: RAMP)

• Valassis: Acquired One Brand Marketing

August 2018• Drawbridge: $15M venture

round

June 2018• FullContact: $6.3M venture

round

April 2018• SmarterHQ: $2M venture round

February 2018• FullContact: Acquired Contacts+• LiveRamp: Acquired Pacific Data

Partners

January 2018• Tapad: Sold its media services

business to Brand Networks

December 2017• Throtle: Undisclosed Series B led

by TransUnion

October 2017• DataXu: $3.5M venture round

led by Flybridge Capital Partners

August 2017• Valassis: Acquired MaxPoint

Interactive for $95M

July 2017• Drawbridge: $5.2M Series C led

by Mitsui & Co.

January 2017• SmarterHQ: $13M Series C led

by Spring Lake Equity Partners

Source: Third Door Media

IS AN ENABLER OF• Instant Identity Resolution

• Digital Campaign Scaling

• Artificial Intelligence and Machine Learning

• Predictive Analytics and Look-Alike Modeling

• Omnichannel: Cross Device and Platform Identification

Know your consumers like never before withInfutor’s industry leading Identity Graph

[email protected] | 312-348-7900 | infutor.com

The Consumer IdentityManagement Experts

https://infutor.com/




Enterprise identity resolution platform capabilitiesIdentity resolution platforms support marketing processes around targeting, measurement and personalization for both known and anonymous audiences across digital and offline channels. Virtually all of the enterprise identity resolution platform vendors profiled in this report offer the following core features and capabilities:

• Data onboarding (including online/offline matching and confidence scoring)• Identity graph;• Client ownership of first-party data;• Compliance with privacy regulations; and• APIs for third-party system integration.

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;• Match algorithm customization; and• Pre-built connections to martech/adtech platforms;

The following section examines these features and capabilities in more detail, and the key considerations involved in choosing an enterprise identity resolution platform (see Table 3).

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 with an anonymized customer ID;• Linking matched IDs to a universal ID representing the customer profile and all of its

associated attributes; and • Validating the accuracy of matches to a pre-established ‘truth set’ representing data known

to be precise and accurate.

The majority of vendors profiled in this report provide persistent customer IDs during the identity resolution process, which means the ID follows the individual 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.

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 and can be associated with the resulting cookie or mobile ad ID (MAID). Probabilistic matching relies on implicit links between identifiers, such as a desktop cookie and MAID both associated with a residential IP address. The goal is to consider multiple signals like location and browsing history.

Identity resolution platforms support marketing processes around targeting, measurement and personalization for both known and anonymous audiences across digital and offline channels.




Both approaches have their pros and cons, which should be considered when choosing an identity resolution platform. Deterministic matching takes an omnichannel view that attempts to connect identifiers across digital and offline interactions. It can be difficult to scale and prone to inaccuracy. Probabilistic matching can ‘weed out’ inaccurate data because it looks at a variety of data points versus binary matches. Its drawback is that it is limited to online touchpoints. 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 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 can actually 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 usernames 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 numerous 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.

Privacy compliance and data ownership

Identity resolution platform vendors are in varying stages of compliance with the wide range of regulations that safeguard customer data privacy. The European Union’s GDPR was implemented in May 2018 and impacts all US marketers and data firms handling European data or serving customers in the EU. In June 2018, California legislators passed the California Consumer Privacy Act of 2018, which grants consumers more control over the use of their personal information online. Consumers are empowered to make a Subject Access Request to see ALL the data an organization has about them, which raises the stakes of identity resolution match accuracy. The law goes into effect in January 2020, and defines personal information as anything that can be associated or linked with an individual or household.

Marketers in the highly regulated healthcare market must follow Health Insurance Portability and Accountability Act (HIPAA) and Health Information Technology for Economic and Clinical Health Act (HITECH) regulations. In addition, all organizations that accept, process, store or transmit credit card information must maintain a secure environment that meets Payment Card Industry Data Security Standards (PCI DSS), as well.

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.




These regulations are driving an expanded industry focus on data transparency and consumer consent, with a view toward complying with new standards for the benefit of consumers, as well as marketers. Many identity resolution platform vendors adhere to advertising industry guidelines from the Digital Advertising Alliance (DAA) or Interactive Advertising Bureau (IAB). Lastly, and importantly, the majority of vendors profiled in this report allow enterprise brands to retain ownership of their first-party data.

Third-party software integration

The ultimate marketing goal for identity resolution is to enable data activation by pushing segmented audiences into highly personalized campaigns through a variety of martech (CRMs, DMPs, marketing automation platforms, ESPs, etc.) and adtech (DSPs, SSPs, ad exchanges, etc.) platforms. Identity resolution platforms should be able to streamline integration with the client’s martech and adtech 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.

Vendor

Identity graph identifiers Data onboarding Client maintains

data ownership

Privacy compliance3


NAP1 Email address MAID2 Cookie/IP address

Online/Offline

matching

Confidence scoring

Pre-built connectors

API

Acxiom4 4 4 4 4 4 4 4 GDPR, HIPAA 4 4

Drawbridge5 8 4 4 4 4 4 4 4 4

Experian6 4 4 4 4 4 4 4 DPPA, FCRA, GLBA,

HIPAA, VPPA

4 4

FullContact7 4 4 4 8 4 4 4 GDPR, PCI DSS

4 4

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

8 4

LiveRamp 4 4 4 4 4 4 4 GDPR 4 4

Oracle Data Cloud

4 4 4 4 4 4 4 GDPR 4 4

Signal8 4 4 4 4 4 8 4 GDPR 4 4

SmarterHQ 4 4 8 4 4 8 4 GDPR 4 4

Tapad 4 4 4 4 8 4 4 GDPR 4 4

Throtle 4 4 4 4 4 8 4 COPPA, DPPA, FCRA, GDPR, HIPAA

4 4

Valassis Digital9

4 4 4 4 4 8 4 4 8

1NAP = Name, address, phone2MAID = Mobile ad ID 3 COPPA=Children’s Online Privacy Protection Act; DPPA=Driver’s Privacy Protection Act; FCRA=Fair Credit Reporting Act; GDPR=General Data Protection Regulation; GLBA=Gramm-Leach-Bliley Act; HIPAA=Health Insurance Portability and Accountability Act; PCI DSS=Payment Card Industry Data Security Standard; VPPA=Video Privacy Protection Act4Identity graph licensed from LiveRamp5,8Hashed email addresses only6Pre-built connectors and APIs available on a case-by-case basis7MAID available through strategic alliances9Address only. Email addresses used for onboarding onlySource: Third Door Media

Table 3: Select enterprise identity resolution platform features

Verified PrecisionDrawbridge predicts matches with up to 97.3% precision, validated by Nielsen and others as the most precise technology-driven solution ever tested.

The Strongest TechnologyDrawbridge is built on patented machine learning algorithms, setting our graph apart and empowering you to see people as people, not just a set of links.

Unmatched ScaleThe Identity Graph includes 1+ billion consumers across 3+ billion devices and 16+ billion identifiers – the industry’s highest coverage, extending across 80% of the world’s internet users.

The First with MultiFocus IdentityDrawbridge serves up Identity at the device, consumer, and household level, so you can move fluidly from device to customer to household, gleaning powerful insights along the way.

Turn your customer data into a powerful competitive advantage with Drawbridge Identity

Learn more atwww.drawbridge.com

https://go.drawbridge.com/MIR_ContactMe.html




Choosing an enterprise identity resolution platformThe benefits of using enterprise identity resolution platforms

Connecting consumer identifiers has become a mandate for enterprise marketers trying to meet customer expectations for a consistent, personalized brand experience. Automating the process with an identity resolution platform can provide the following benefits:

• Deeper customer insights. Piecing together data fragments from multiple data sources enables marketers to build more robust customer profiles. Knowing the customer at a more granular level can help drive rich customer insights that enhance campaign targeting, personalization and relevance.

• Personalization accuracy. Better personalization is a primary use case for many identity resolution platforms, which create a consistent set of identifiers to fuel personalized interactions. If an organization doesn’t know with confidence who its customer is, it can’t personalize marketing messages or experiences.

• More seamless customer experiences. Automated identity resolution allows marketers to create a unified view of customers, which can be communicated and deployed across brands, business units and product lines. Recognizing customers across the full customer journey reduces waste by eliminating duplicate contacts, and enhances their experiences by enabling interactions in the right channel at the right time.

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

• Improved marketing ROI. Identity graphs reduce data overlap and duplication, resulting in more efficient spending on campaigns that work. Conversely, not having this knowledge leads to misidentifying customers or 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 offer free trials of the platforms or proofs of concepts, 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.

Connecting consumer identifiers has become a mandate for enterprise marketers trying to meet customer expectations for a consistent, personalized brand experience.




Understanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the enterprise identity resolution platform decision-making process.

Recommended steps to making an informed purchaseUnderstanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the enterprise identity resolution platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the platform that is the right fit for your business needs and goals.

Step One: Do you need an enterprise identity resolution platform?

Deciding whether your company needs an enterprise-level identity resolution platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support and financial resources. Use the following questions as a guideline to determine the answers.

• Does our customer data reside in disconnected silos throughout the organization? Organizational silos between departments such as sales, marketing, procurement or customer support increase the risk that your customer’s experience with the brand is not as targeted or relevant as it should be. An identity resolution platform may help connect these disparate systems to provide a more insightful view of customers.

• Are data quality issues constraining our effectiveness? A majority of CEOs are concerned about the quality of the data they’re basing decisions on, according to Forbes and KPMG research. The same can be said of data quality issues hindering marketing operations and analytics. Identity resolution can provide a fast, effective way to overcome data quality issues by augmenting data gaps and correcting invalid or outdated data, such as an old postal address.

• Do we have customer knowledge gaps that could be filled in with trusted third-party data? First-party data is the foundation of your brand’s relationship with customers. Yet identity graphs can be a valuable source of demographic, location, financial and other anonymized third-party data that can fill in gaps in customer insights. As data collection and matching techniques improve, along with access to third-party and cooperative data sources, creating a 360-degree view of customers through identity resolution platforms may make sense.

• Are we in compliance with GDPR and other data privacy regulations? Thanks to an increase in consumer data breaches and evidence of misuse, data privacy regulations are on the upswing. Are your organization’s data governance practices in compliance with the EU’s GDPR? Are you prepared for California’s Consumer Privacy Act of 2018, which goes into effect in January 2020? Collecting and using consumer data is a powerful marketing tool, but also escalates the risk of damaging your brand and incurring legal consequences.

• Can we successfully integrate our existing customer data systems with an identity resolution platform? Marketers continue to rely on larger technology stacks to collect, analyze, and execute customer-centric marketing strategies. But can your various martech and adtech 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.




• What is the total cost of ownership? The majority of enterprise identity resolution platforms use on-demand pricing, meaning customers pay a monthly subscription price that will vary by usage. Pricing is typically based on the number of data records or customer profiles under management or the number of matches or API calls. Some also have add-on customer support options.

• 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 the impact of the identity resolution platform on your marketing ROI. That will help secure buy-in at the C-level and across the organization. Resolving customer identities should create new cross-sell and upsell opportunities because your marketing team will know more about your customers. Although KPIs will vary by organization or industry, you should be able to measure incremental lift in metrics such as average order value, average revenue per user, basket size, response rates or customer retention.

Step Two: Identify and contact appropriate vendors

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

• Make a list of all the identity resolution capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

• Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of websites, articles, whitepapers and industry research that will help. (Many of the vendors profiled in this report also provide blogs, eBooks and interactive tools that can help.)

• Narrow your list down to those vendors that meet your criteria. Submit your list of the identity resolution capabilities you’ve identified, and set a timeframe for them to reply.

• 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 list of capabilities 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 existing digital technology you have deployed.

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.

The most effective RFPs only request relevant information and provide ample information about your brand and its identity resolution needs.




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 to the following:

• How easy is the platform to use?• Does the vendor seem to understand our business and our marketing needs?• Are they showing us our “must-have” features?

Questions to ask each vendor include:

4 Do you own or license your referential identity data?

4 What are your identity data sources?

4 Does the platform support first-party data onboarding?

4 Can we incorporate any of our private customer IDs into the platform?

4 How do you validate the quality of your identity graph?

4 What match rate can we expect, given our vertical market and database size?

4 How do you validate the accuracy of your deterministic matches?

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-US markets?

4 How do you comply with privacy regulations and consumer choice?

4 How does the platform integrate with martech and adtech platforms (i.e., CRMs, DSPs, ESPs)?

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?

4 Do you provide a self-service option in which we can manage identity data?

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 have other clients in our vertical?

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?




Before deciding on a vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours.

Step Four: Check references, negotiate a contract

Before deciding on a vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. The enterprise identity resolution platform vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions 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:

4 Why did you move to an enterprise identity resolution platform?

4 Why did you select this platform over others?

4 Has this platform lived up to your expectations?

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 tool 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 down time?

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.




ConclusionRegardless of how well designed or executed your marketing organization’s customer insights, attribution models or media messages are, if you don’t serve the right ad or product recommendation to the right customer on the right channel at the right time – your results will never justify your investments. Identity resolution is now one of the top five marketing technologies every brand should include in its technology stack, according to Forrester Research, and with good reason.

Identity resolution software enables brands to know with confidence who their customers are and reduces the risk of privacy compliance violations. As the lynchpin to a customer-centric strategy, identity resolution allows marketers to more accurately target and personalize brand messages to create more engaging and profitable customer experiences. But the enterprise identity resolution platform market is crowded with pure-play platforms, large data firms and credit reporting companies. To determine the best fit for your organization, it is important to first understand your organization’s business needs, staff capabilities, management support and financial resources. From there, you can make an informed decision that will provide long-term benefits to your customers and your entire organization. n


Vendor profiles



Acxiom301 E. Dave Ward Rd.Conway, AR [email protected]://www.acxiom.com/

Target customer

• B2B enterprises in the retail, insurance, healthcare, financial services, travel & entertainment, automotive and consumer packaged goods (CPG) verticals.

Company overview

• Founded in 1969.• 2,400 employees.• Acquired by Interpublic Group (IPG) in October 2018.• Additional US offices in Austin, TX; New York, NY; and Downers Grove, IL.• International offices in China, the UK, Poland and Germany.

Product overview

• Acxiom’s Unified Data Layer provides the framework for businesses to execute true omnichannel marketing and customer management initiatives as well as elevate the quality, richness and completeness of data in their systems.

• Primary marketing use cases focus on:Audience management: First-party identity graph generation and maintenance.Audience collaboration: Integration of first-, second- and third- party data to enable co-marketing opportunities and creation of highly targeted audiences.Audience expansion: Development of lookalike audiences to scale campaigns.Audience analytics and segmentation: Provides actionable insights to deepen audience insights, predict consumer behavior and measure ROI.

• SaaS or cloud-based hosting available.

Data onboarding

• Provides offline/online matching.• 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 graph

• Referential data Iicensed from LiveRamp. Flexible source options are available at client discretion.

• Acxiom’s consumer demographic data, predictive indicators and consumer segmentation cover 250 million US consumers as well as 62 additional countries across the globe.

Five standard ID levels: individual, household, address, business and business contact, plus options to define additional levels based on client custom requirements.

Key customers

AdobeCiscoeBayHPIBMMicrosoft

Key executives

Dennis Self, CEO

Chad Engelgau, Chief Strategy & Marketing Officer

Drew May, Chief Customer Officer

Jordan Abbott, Chief Data Ethics Officer

https://www.acxiom.com/



Vendor profiles



Privacy compliance

• GDPR, HIPAA compliant. • Clients maintain ownership of their

first-party data and first-party identity graphs with non-discoverable linkage to second- and third-party referential graphs.

Analytics

• Fully functional analytical platforms are available within the Acxiom Unified Data Layer framework in addition to professional services offerings for strategy, measurement and analytics.

The Audience Cloud tool includes automated modeling leveraging machine learning to expand predictive audiences at a national scale.

• Recommendation options within the Unified Data Layer include “next best offer” applicable across many industries.


• Pre-built connections via API or direct interface with 60-plus data, technology and app and integration partners, as well as digital publishers and platforms, including Adobe, Cisco, eBay, Microsoft, Pandora and The Trade Desk.

Pricing and support

• Pricing based on records under management with transactional, volumetric pricing influencers.

• Average annual customer spend ranges from several thousand to several million dollars.

• Free trials and proofs of concepts available, depending on platform, client and use case.

• Annual contract required.• Typical onboarding time is two to four

months.• 24/7 customer support for all solutions

via help desk is included. • Add-on professional services include

strategic consulting, analytics, measurement, fully hosted platforms and SaaS applications, and specific applications to address use cases for identity verification and authentication for risk mitigation, product recall, campaign management, etc.

Acxiom301 E. Dave Ward Rd.Conway, AR [email protected]://www.acxiom.com/

https://www.acxiom.com/partners/

https://www.acxiom.com/partners/




Vendor profiles



Drawbridge2121 S. El Camino Real, Suite 700San Mateo, CA 94403(T) 650-513-2323www.drawbridge.com

Target customer

• B2B and B2C enterprises in all major verticals where brands interact digitally with consumers, including retail, e-commerce, consumer packaged goods (CPG), telecommunications, technology, finance, travel, entertainment, publishing and security.

Company overview

• Founded in 2011.• 100 employees.• $70M in total funding, including an August 2018 venture round of $15M from

Sequoia Capital, Kleiner Perkins and Northgate Capital.• Additional offices in New York, as well as commercial, operations and/or engineering

support in Chicago; Charlotte; Kansas City; Washington, DC; Seattle and China.

Product overview

• The Drawbridge Identity Graph is available via the Drawbridge Identity Platform (an enterprise-class solution for data ingestion, extension and syndication) and the Drawbridge RichQuery API (a real-time query engine of the underlying identity graph).

• The platform’s primary marketing use cases focus on the following:Audience targeting, analytics and extension: The Drawbridge Identity Graph can be leveraged to learn which devices drive conversions, inform attribution models and better understand the value of media dollars. Users can deliver successful and efficient advertising campaigns at scale, including activating dynamic creative, managing universal frequency caps, sequencing ads and amplifying reach across desktop, mobile and connected TVs, with typical amplification rates of 3-5x.Personalization: Drawbridge helps customers understand every customer and prospect to make informed content and product recommendations, as well as find new customers.

• SaaS, cloud and on-premise hosting available.• Consumer single sign-on available.• Drawbridge licenses its identity graph for use through major demand-side platforms

(DSPs), data management platforms (DMPs) and other martech system platforms.

Data onboarding

• Provides offline/online matching.• Ingests, enhances, manages and extends identity data.

Maintains direct, end-to-end integrations with major DSPs, DMPs, supply-side platforms (SSPs) and customer data platforms (CDPs).Works with trusted vendors and safe havens to ingest offline and non-standard data. Customer data can also be ingested via pixel syncs, S2S API or S3 data transfer.

• Match rates and precision range from 70-98 percent and are continuously validated by customers using their own first-party data.

• Offers a configurable set of 20 different precision levels of the identity graph, so that customers can trade-off precision and scale, depending on specific use case.

• Includes proprietary “Drawbridge ID” keys that resolve into a corresponding set of multi-resolution IDs. Each resolution carries a corresponding set of keys to access the household, consumer or device.

The Drawbridge proprietary key carries the entire ID hierarchy, enabling the distribution of onboarded customer data by delivering the anchor IDs. Drawbridge ID is not persistent.

Key customers

Edmunds.com FoursquareLiveRampPublicis GroupeSamsungThe Trade Desk

Key executives

Kamakshi Sivaramakrishnan, Founder & CEO

Devin Guan, CTO

David Zinman, COO

David Pollet, Chief Revenue Officer (CRO)

http://www.drawbridge.com



Vendor profiles



Identity graph

• The Drawbridge Identity Graph includes 1.1 billion-plus consumers, 3.2 billion-plus devices and 16 billion-plus identifiers globally.

• Does not ingest any raw, unhashed referential data.

• Licenses data from ecosystem partners, including DMPs, CDPs, DSPs, SSPs and marketing services platforms (MSPs).

• Observes and offers dozens of data attributes, including (but not limited to) mobile and desktop cookies, mobile advertising IDs (MAIDs), connected TV IDs and proprietary Drawbridge consumer and household IDs.

Privacy compliance

• Belongs to self-regulatory organizations such as Network Advertising Initiative (NAI) and Digital Advertising Alliance (DAA).

• Clients retain ownership of their customer data.

Analytics

• RichQuery API solution allows customers to search the Drawbridge Identity Graph for new identifiers and immediately receive associated cross-device IDs and device attributes to enable delivery of personalized content based on a more complete understanding of the consumer.

• Provides advanced audience insights, device-level insights, metadata and profile data, enabling partners to measure and understand reach and frequency, path to conversion and model multi-touch attribution.


• Includes pre-built connections to:Adobe, LiveRamp, Lotame, Oracle/BlueKai, Neustar, Kochava, mParticle, Tune, Appsflyer, Adjust Branch.io, Salesforce DMP (Krux), Retargetly, The Trade Desk, Amobee, Jivox, AppNexus, TubeMogul, Yume/RhythmOne, Steelhouse and others.

• Also offers an API service for real-time identity queries.

Pricing and support

• Pricing model contingent on the data volume ingested from customers, and the service model used.

• Average annual customer spend not disclosed.

• Free proofs of concept (PoC) available. Typical PoCs run 30-60 days.

• Annual contract required.• Integration for the RichQuery API

service is typically one to two weeks. A standard direct cookie sync through a pixel usually takes two to five days, plus one week to test and confirm the volume. The first graph will be delivered two to three weeks after the start of the sync.

• All customers work with dedicated Brand Partnership Managers (responsible for overseeing the strategic vision), Partner Managers (facilitates day-to-day management of the partnership) and Solutions and Operations Engineers (ensures successful technical and infrastructure set up).

Drawbridge2121 S. El Camino Real, Suite 700San Mateo, CA 94403(T) 650-513-2323www.drawbridge.com




Vendor profiles



Target customer

• B2B enterprise brands, agencies and platforms in the retail, financial services, healthcare, automotive, entertainment/media, travel/hospitality and restaurant verticals.

Company overview

• Experian Marketing Services is a division of credit bureau Experian.• Experian founded in 1996 (formerly TRW).• Publicly traded (LON: EXPN).• Experian Marketing Services has 391 employees; Experian has 16,500.• Experian acquired financial data provider Clarity Services in March 2018. • Additional offices in Schaumburg, IL and Lincoln, NE.

Product overview

• Experian’s MarketingConnect resolves fragmented consumer identity attributes into a persistent form that is useful for downstream activities such as appending demographic data, building a complete customer view, targeting across channels and measuring multichannel campaign results.

It is not a single identity graph but leverages the many Experian Marketing identity graph assets to connect the dots of identity through services.

• Primary marketing use cases focus on:Identity resolution: Persistently resolves fragmented identities using Experian’s reference repository of current and historical identity from online and offline sources. Insights and analysis: Resolved identities can be tied to Experian’s consumer knowledgebase, called ConsumerView™, allowing brands to better understand consumers across a multitude of categories such as demographics, lifestyle, wealth and online preferences. Targeting: Resolved identities are used to target consumers in the best channels, whether it be traditional offline, programmatic digital display, or even advanced television.Measurement: Measurement services help brands understand campaign effectiveness, customer journey and influence of one channel on another.

• Experian Cloud or SaaS hosting available.

Data onboarding

• Provides offline/online matching.• Client data is uploaded via SFTP for automated batch uploads or via API for on-

demand real-time uploads. • Match logic can be customized with input from the client.• Match rates depend on a variety of factors, such as source of client data, identifier

type being matched to and customization of algorithms.• Experian’s solutions provide granular return codes that describe a variety of match

conditions that can be used to drive business rules/decisioning.• Experian’s IDs are persistent.

Experian Marketing Services475 Anton Blvd.Costa Mesa, CA 92626(T) 877-902-4849www.experianmarketingser-vices.com

Key customers

Not disclosed.

Key executives

Kevin Dean, General Manager

Salvatore Guariano, SVP, Sales

Aimee Irwin, VP, Strategy

Christine Frohlich, VP, Product Management

http://www.experianmarketingservices.com




Vendor profiles



Identity graph

• Experian’s reference linkage repository contains 50-plus years of history, covering the entire US population. These sources include a variety of public and proprietary sources that include both offline and online identifiers. Experian also has consumer information that is inferred from other data using statistical analysis.

• Experian’s reference repository includes coverage of more than 300 million individuals and 126 million households in the US, while retaining history of things like name variations, previous addresses, telephone numbers, IP addresses, multiple email addresses and mobile ad IDs (MAIDs) per person, representing over 5 billion combinations of consumer identities.

• Experian’s consumer data starts with a base of individual-level identity, which then extends out to other levels such as household, address, device, and geo-level.

Privacy compliance

• Experian’s identity services are only sourced and operated in the U.S.

• Compliant with all applicable regulatory statutes, including, but not limited to, GLBA, FCRA, HIPAA, DPPA and VPPA.

• Experian is a member of self-regulatory bodies such as the Data & Marketing Association (DMA: a subsidiary of the Association of National Advertisers), Interactive Advertising Bureau (IAB), Trustworthy Accountability Group (TAG) and Digital Advertising Alliance (DAA).

• Brands maintain ownership of their data. Customer data is partitioned from other client data and securely stored at rest.

Experian does operate some data consortiums and in those cases brands may choose, by way of contractual agreement, to permit Experian to use their data to inform Experian’s identity repository.

Analytics

• Audience on demand: Helps brands target unique segments that may not be available off the shelf.

• Lookalike modeling: Helps brands target consumers who look like their own customers (or some other desirable segment), and to achieve scale with targeting efforts.

• Custom data analytics services: Teams consisting of statisticians and consultants with deep industry experience leverages both proprietary Experian and client data assets to increase client ROI.


• OmniActivation tool maintains direct integrations with 150-plus activation channels, including direct mail, online, mobile, TV, digital onboarding and email.

Examples include AOL, AT&T/DIRECTTV, Comcast, Pandora and Yahoo!Also facilitates permissioning from media partners (particularly in Advanced TV) to allow access to brands for counts and distribution.

• Hundreds of digital destinations, including demand-side platforms (DSPs), data management platforms (DMPs) and digital technology providers, are accessible through onboarding partners Neustar and LiveRamp.

Examples include Adobe, Amobee, AOL ONE, Google AdWords, Doubleclick Bid Manager (DBM), Doubleclick for Publishers (DFP), Celtra, Flashtalking, Krux, Lotame, MediaMath, Nielsen Marketing Cloud, Neustar: PlatformOne, Oracle Data Cloud (BlueKai), Sizmek, The Trade Desk, Tremor Video, TubeMogul, Videology, xAd and Xaxis.

• Supports API integration with platforms not directly integrated.






Vendor profiles



Can support distribution to virtually any platform via custom integrations with strategic partners in the ecosystem.

• Operates its own pixel tags/domain for audience profiling and data collection.

Pricing and support

• Pricing will vary based on the nature of the engagement and the combination of products and services that are utilized. Many clients pay based on transaction CPM, while others are fixed/flat based on volume commitments.


• Limited-time free trials are available as part of a services-based, consultative evaluation.

• Annual contracts not required. Multi-year contracts are common.

• Onboarding for new customers varies based on the nature of the engagement and the combination of products and services that are utilized.

• All engagements include dedicated account and operational support.

Higher levels of desired support are negotiated on a client-by-client basis.






Vendor profiles



FullContact1200 17th St. 13-103 Denver, CO 80202(T) 888-330-6943www.fullcontact.com

Target customer

• A horizontal solution targeting B2B enterprises in the technology, automotive, retail/e-commerce, media & entertainment, and travel & hospitality verticals.

Company overview

• Founded in 2010.• 198 employees.• Raised a total of $55M in seven funding rounds. • Additional offices in Tel Aviv, Israel; Riga, Latvia; and Kochi, India.

Product overview

• An identity resolution SaaS provider that enables improved customer experience by connecting social, traditional and digital consumer identifiers and enriching customer profiles with extensive data attributes.

• Primary use cases focus on identity resolution and authentication, persona and lookalike audience model development, customer analytics and segmentation, and website and campaign personalization.

• SaaS-based hosting available.

Data onboarding

• Offline/online matching through strategic partnerships.• Uses an ecosystem of APIs, as well as third-party, publicly sourced data to enable

matching and enrichment of contact records.Clients use APIs where the data is transitory, in addition to secure batch file exchange.

• Transacts, aggregates and updates data synchronously on a daily basis to verify over 1 billion individual profiles and more than 50 billion contact fragments.

Match logic is based on confidence levels determined by evaluating the number of identifying elements that can be used for triangulating toward an individual. Offers transparency to clients as to the identifiers used.

• Custom match rates available based on the variables and metrics requested by the client.

• Confidence scoring is provided.• Persistent ID is provided.

Identity graph

• Some data assets are sourced directly from consumers into the Identibase identity graph, which is augmented with third-party linkage data.

• Identibase includes:50 billion contact fragments, 1 billion person profiles, 22 million company profiles, 600 million social profiles and 7,000 affinity categories.Consumer enrichment data packs available upon request. Physical address, household, individual and digital profiles.

Key customers

BlackbaudConstant ContactFanAIMailChimpMeredith Corp.Pitney Bowes

Key executives

Bart Lorang, CEO

Chris Harrison, President of Enterprise Solutions

Scott Brave, CTO

Rushton McGarr, CFO

http://www.fullcontact.com



Vendor profiles



Privacy compliance

• GDPR, SOC2 Type 1, Payment Card Industry Data Security Standard (PCI DSS), Cloud Security Alliance, and US-EU/Swiss Privacy Shield compliant.

• Clients may contribute to the identity graph and can give consent for data usage.

• Private plans are available for clients who prefer to maintain control of their dataset.

Analytics

• The platform’s algorithms provide addressability, recency and precision.

• Data-driven insights and complementary audience enrichment are provided to help clients understand individual profiles, and create personalized experiences across all channels and campaigns.


• Platform includes pre-built connectors to adtech (i.e., DSPs) and martech (i.e., CRMs, DMPs) platforms for marketing campaign activation.

Examples include Marketo, Agile CRM, Salesforce, Constant Contact and MailChimp. Data is delivered via APIs.

Pricing and support

• Pricing is based on the number of matches and total volume of calls.


• Free trials available of 100 matches per month.

• Annual contract is not required.Scaling business plan allows a month-to-month contract. Enterprise plans are custom plans with the longevity dependent on the use case and business objectives.

• Typical onboarding time and process is dependent upon a client’s infrastructure. However, developer documentation and teams are available to help speed up the onboarding time if needed.

• Developer documentation and support for integration with APIs; data support for enrichment data use and understanding; file handling and hygiene support; and data analytics, audience and third-party integration support all included.

Enterprise-level accounts receive premium support and a dedicated account team that includes professional services for custom audience exports, third-party data integration, data analytics and client-specific API or data exchange methods.

FullContact1200 17th St. 13-103 Denver, CO 80202(T) 888-330-6943www.fullcontact.com




Vendor profiles



Target customer

• B2C enterprises offering high-value products and services that are infrequently purchased in the insurance, financial services, lead generation, travel & hospitality and home services industries.

Company overview

• Founded in 2003.• 120 employees.• Acquired marketing intelligence solution Ruf Strategic Solutions in November 2018.• Undisclosed private equity investment from Norwest Venture Partners in fall 2016.• Additional US offices in Chicago, Kansas City and Ft. Myers, FL; international office in

Costa Rica.

Product overview

• Infutor’s Identity Suite is designed to help large B2C enterprises authenticate inbound contacts and enrich individual profiles to enable personalized interactions and improve conversions.

• Primary marketing use cases focus on: Identity resolution: Enables instant identification of consumers to provide a real-time, 360-degree view. Multiple identity markers (name, address, phone, email, IP address) enable linking of first-party consumer information to drive identity resolution initiatives.Personalized marketing: Enables instant lead recognition to drive lead scoring, lead routing and custom offers at the moment of engagement, improving speed to lead and conversions.Customer analytics and segmentation: Provides an instant profile of all consumers to identify top customer personas, enabling brands to develop lookalike audiences, 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.

While not provided as a web-based platform, the API can be connected with internal applications to render in a web-based browser. 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 sign-on requirements.

Data onboarding

• Offline/online matching leverages Infutor’s identity graph to match and output consumer contact information (including name, address, email and phone).

• Cleanses, enriches, completes and updates offline consumer identities and provides hashed emails to enable onboarding and digital marketing.

Accepts hashed emails and provides demographics to enable more segmented retargeting of anonymous consumers while not revealing personally identifiable information (PII).

• Links identities with Infutor’s PID (persistent ID) to provide an enriched consumer profile with consumer demographics, lifestyle indicators, wealth indicators, automotive attributes and property attributes.

Infutor18W140 Butterfield Rd., Suite 1020Oakbrook Terrace, IL 60181(T) 312-348-7900www.infutor.com

Key customers

Does not disclose.

Key executives

Gary Walter, CEO

Jeff Beard, COO

Dave Dague, CMO

John Barnes, CTO

http://www.infutor.com



Vendor profiles



• Data input through both automated and manual methods, including direct API connection with online web forms and inbound call center software.

• Highly configurable match algorithm customization based on client needs.

• Match rates of 50-85 percent, depending on the types of consumer data processed.

• Provides verification scores. Approximately 85 percent of consumers processed through the Identity Suite have a high confidence verification.

Identity graph

• Compiled and owned by Infutor. • Data is permissibly sourced from

hundreds of public and proprietary sources including telephone listings and directories; social security Information; real estate, deed and property data; voter registration records; POS/purchasing transactions; automotive information; federal, appellate and bankruptcy court information; and consumer-reported online transactional data that is opt in and privacy policy compliant.

• Deterministic identity data elements span 30-plus years of history, with over 550 million phone numbers, 850 million emails and 1.4 billion current and previous consumer postal addresses.

Probabilistic profile attribute data elements on over 250 million individuals.

• Includes the following data:Name, address, multiple phone and email addresses.Gender, age, marital status, number of children, education, household income, estimated wealth, home market value and median household value. GeoCredit score.Housing and automotive information.

• Identity data at the individual level, with the exception of census-level household demographics.

Privacy compliance

• While Infutor’s data is US-based only, there are processes in place to ensure that any ingested data follows GDPR.

• GLBA, FCRA, and DPPA compliant. Consumer opt-out form displayed on the Infutor site.

• Brands maintain ownership of their customer data.

Analytics

• Offers self-selection lookalike audiences for social and programmatic campaigns through a predictive Identity Marketplaces solution for auto, property, new mover, demographic and lifestyle-based audience targeting.


• API interface (SOAP, JSON, XML) available across most adtech and martech platforms (digital, call center, CRM, offline).

• Connections include integration through any single identity marker including PII as well as non-PII (hashed email, mobile ad ID).

Pricing and support

• Pricing is based on volume and total number of input records.

• Average annual customer spend is $75K.

• A free data evaluation is available.• Annual contracts are required.• Clients can be fully operational on the

platform as soon as one to two days after contract execution.

• Dedicated account executive and account management team for all ongoing communication and project deliverables.

Customer support via phone, web or on-site, as determined by both Infutor and the client.

• Professional consulting on product strategy and custom product development initiatives available as needed for additional charge.

Infutor18W140 Butterfield Rd., Suite 1020Oakbrook Terrace, IL 60181(T) 312-348-7900www.infutor.com




Vendor profiles



Target customer

• Fortune 5000 B2B and B2C companies in the financial services, retail and automotive verticals, as well as the businesses that service them, including agencies, technology companies, data providers and publishers.

Company overview

• Founded in 2012.• 750 employees.• Acxiom rebranded as LiveRamp Holdings (NYSE: RAMP) in October 2018 after selling

its Acxiom Marketing Services business to Interpublic Group for $2.3B.• Additional US offices in New York, Philadelphia, Seattle, Little Rock, Burlington (VT);

international offices in London, Paris, Sydney, Shanghai and Singapore.

Product overview

• The IdentityLink identity graph is built to plug into the client’s marketing ecosystem to provide an omnichannel view of customers that can be activated on any channel.

• Included AbiliTec engine provides data enhancement, database management, data quality management and data hygiene capabilities.

• 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 modeling 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 lifecycle.Customer preference management: Captures consent preferences through match network partnerships and also via partnerships with consent management platforms. Content and offer personalization: Applies identity and customer profile information for individualized marketing messages. Links both known and unknown identities to first- , second- , and third-party data across any channel and at any level of granularity.On-premise hosting currently available.

Data onboarding

• Provides online/offline matching.• Offline data captured from CRM, customer service, loyalty, telesales, direct mail and

catalog systems.• Online data captured from display, search, affiliate, programmatic and social, as well

as mobile (app or web), video, digital radio and advanced television (all forms).• 100% authenticated deterministic matching.• Deterministic match rate at 90 days (to active browsers) is 45-60 percent. Smart

Reach clients see a 30-50 percent increase in match rate.• Unified anonymous and persistent ID provided.

LiveRamp225 Bush St.San Francisco, CA 94104(T) 866-352-3267https://liveramp.com

Key customers

General MotorsNordstromUber

Key executives

Scott Howe, CEO

Warren C. Jenson, President, CFO & Executive MD of International

Anneka Gupta, President & Head of Product and Platforms

James Arra, President & Chief Commercial Officer

https://liveramp.com



Vendor profiles



Identity graph

• Licenses referential data from large network of online match partners providing exact 1-to-1 matches to permissioned authentication events through de-identified traffic from over 1,000 publisher partner sites.

Maintains hundreds of paid match partners, including 60 brands. Reaches 90 million US households.

• 200 million unique authenticated browsers seen in last 90 days.

• 243 million authenticated mobile IDs.• Invests 100% of company resources in

building and enhancing the identity graph.

Compiles and outputs graph as a turnkey service to other vendors.

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.

• Has a dedicated Global Data Ethics program that protects all personally identifiable information (PII).

• Engages with industry groups, including the Digital Advertising Alliance (DAA), Internet Advertising Bureau (IAB) and Data & Marketing Association (DMA) on privacy issues.


Analytics

• Links both known and unknown identities to first- , second- and third-party data for creating segments within the platform.

• Universal people-based identifier allows clients to port audiences across channels (i.e., use an online audience to target a mobile channel), as well as enable creation of lookalikes.

• Multichannel attribution capabilities to track consumer interactions across digital and direct response programs, allocating credit across different marketing touchpoints.


• Ecosystem of more than 600 agency, publisher, data, measurement, media delivery data management platform (DMP), social, search and TV partners available via API or pre-built connectors.

Pricing and support

• SaaS-based pricing based on data volume, number of channels and types of data licensed.

• $640K average annual cuatomer spend.• No free trials available.• Annual contract required.• Typical onboarding process takes 10-30

days.• Depending on relationship scope,

dedicated and/or ticketed support is included.

LiveRamp225 Bush St.San Francisco, CA 94104(T) 866-352-3267https://liveramp.com

https://liveramp.com/partners/




Vendor profiles



Oracle Data Cloud500 Oracle Parkway Redwood Shores, CA 94065(T) 650-506-7000https://www.oracle.com/applications/customer-experience/data-cloud/

Target customer

• B2B and B2C SMBs to global enterprises in a range of industries, including automotive, consumer packaged goods (CPG), financial services, media & entertainment, retail, high-tech, telecommunications and travel.

Company overview

• Oracle was founded in 1977 and is publicly traded (NYSE: ORCL). • The Oracle Data Cloud (ODC) launched in 2014 and now has 1,587 employees.• The following acquisitions and launches created the ODC:

BlueKai: Data management platform. (February 2014).Datalogix: Offline audiences; causal measurement (December 2014).AddThis: Online data source; publishing tools on 15 million websites (January 2016). Crosswise: Data science-driven X-device ID graph (April 2016).Moat: Impression quality measurement (April 2017).Grapeshot: Context-based audience and measurement (April 2018).

• Oracle has offices in 175 countries.

Product overview

• Oracle Data Cloud provides the data and tools needed for every stage of the marketing journey, from audience planning to pre-bid brand safety, contextual relevance, viewability confirmation, fraud protection and ROI measurement. Includes audience, context and measurement solutions that extend across the top media platforms and a global footprint of more than 100 countries.

• Includes B2B data at scale with 2 billion-plus user profiles comprising general firmographic and demographic data, as well as unique offerings such as account-based marketing (ABM) segments based on user-company linkages (with 800 million-plus users linked to companies/accounts), event participation, company past purchases, channel/reseller, and the newest addition of a redesigned SMB data offering, which provides both persona-based and account-based data.

Data onboarding

• Data is ingested and onboarded by the Oracle DMP through a proprietary system called Continuous Fast Ramp (CFR). The system iterates through every profile and updates all the attributes within those profiles on a continuous and ongoing basis.

• Offline/online matching provided through Oracle OnRamp, which processes 70 billion-plus hashed personally identifiable information (PII) records per month. Oracle DMP customers can capitalize on this functionality within the Oracle platform.

Matches offline users to 240 million individuals online across 115 million households. Data can be activated via hundreds of direct integrations with major media environments, and create high-performing models of lookalike customers using third-party data.

• Oracle data scientists leverage cookie, email and mobile ad ID truth sets to understand the characteristics of known PII matches, which are then applied to every match.

• Frequent PII matches with retail data providers allow the Oracle ID Graph to connect loyalty card-based CPG (consumer packaged goods) transaction data to people and their devices.

• For clients with U.S.-based name and address data, Oracle OnRamp is able to match at an average rate of 97%.

Key customers

Does not disclose.

Key executives

Eric Roza, GM & SVP, Oracle Data Cloud

Jonah Goodhart, SVP, Oracle Data Cloud

Kurt Kratchman, GVP, Product Development & International, Oracle Data Cloud

Joe Kyriakoza, GVP, Brand Partnerships, Oracle Data Cloud

https://www.oracle.com/applications/customer-experience/data-cloud/





Vendor profiles



• Confidence scoring is provided.• Persistent ID is provided.

Identity graph

• Oracle Data Cloud can connect customer data with any of its 1,500 data providers and 200 media partners through the Oracle ID Graph.

• The majority of identity referential data is owned and operated data that comes from real purchases provided into Oracle Data Cloud’s Data CooP by retail and consumer packaged goods (CPG) partners.

• Oracle Data Cloud licenses identity data from external partners for specific linkage data sets which tie back to owned and operated referential data to expand reach and quality.

• All internally and externally sourced identity data is run through a rigorous data science process to produce scientifically qualified links and Oracle Data Cloud on average throws out two out of every three links (deterministic) for being low quality in the qualification process.

• US-based data available:Covers 220 million people in 115 million households.580 million cookies (125 million people).480 million MAIDs (110 million).650 million emails (180 million people).260 million telephone numbers (135 million people).4.5 million TVs (4.1 million households)

• The core ID Graph offers identity data that includes: people (names), households (addresses), emails (business and consumer), telephone numbers (mobile, home), mobile advertising IDs (MAID/IDFA), CTV/OTT IDs, cookies and IP address (IOT connectivity).

• Linkages aside from CTV/IOT are modeled for quality to produce scientifically qualified links at an individual (person) level. T

• Offers a variety of data that can be

connected to both a person and household such as demographic, psychographic, sociographic, visitation behavior, purchases, online behavioral and contextual, and TV viewership.

Privacy compliance

• GDPR compliant.

Analytics

• Oracle Data Cloud’s Grapeshot processes the text of the page to understand how ads can be integrated to be relevant to the specific content of the website a user is visiting.

• Utilizes natural language processing (NLP) to understand specific website content itself.

• For identity based ad targeting, Oracle Data Cloud uses verified purchase data to train a machine to understand the patterns of consumer behavior leading up to a specific purchase. This allows Oracle Data Cloud to create models unique to every consumer about which advertising campaigns would be most relevant to their interests.


• The Oracle DMP has 200-plus direct server-to-server integrations to partners like AppNexus, MediaMath, Amobee, Google, The Trade Desk, Oath, Twitter, iSPotTV, FreeWheel and more.

Offers flexibility with several scalable means of data transfer, including an API, real-time transfer and a batch feed that can be securely sent to DMP users.

• Includes Oracle Data Cloud’s third-party data marketplace with Oracle’s owned-and-operated data set as well as 80 non-Oracle data providers (e.g., Acxiom, IRI, Experian, etc.) for a total of 50,000-plus data categories, and unlimited opportunities for custom segments.

The full marketplace spans 6 billion global IDs, covering intent, past purchase, interest, persona, event-


https://www.oracle.com/applications/customer-experience/data-cloud/solutions/data-as-a-service/media-integrations.html

https://www.oracle.com/applications/customer-experience/data-cloud/solutions/data-as-a-service/media-integrations.html






Vendor profiles



based, demographic, lifestyle, B2B and television audiences. All third-party data is pre-loaded into the DMP, deduped across data providers, and lives in an ID space that is unified with DMP users’ first-party data for modeling, content strategy, targeting and activation. In addition, one of the key 3rd party data assets is the embedded Oracle Modeling 360 capability, allowing DMP users to leverage proprietary Oracle data - including

granular offline and purchase data assets (from Datalogix) not available in other platforms for modeling - to build best-in-class models.

Pricing and support

• Pricing information not disclosed.• Online support available through the

Oracle Data Hotline.


https://www.oracle.com/data-hotline/






Vendor profiles



Target customer

• B2C enterprise brands in the retail/e-commerce, gaming/gambling and travel & hospitality verticals, as well as technology platforms and agencies.

Company overview

• Founded in 2010.• 100-plus employees.• Raised a total of $81.5M; including a $30M Series E round in June 2016.• Additional offices in London, Tokyo and Sydney.

Product overview

• Signal’s Customer Identity Platform continuously reconciles disparate data sets and delivers, in real time, 1-to-1 addressability, 360-degree customer views and person-level insights to help clients move at the pace of their customers.

• Primary marketing use cases focus on:Onboarding: Aligns known users to devices by connecting a brand’s first-party data to a digital identifier and continuously updating that persistent profile as the individual interacts with the brand or fresher data is gathered from Signal’s deterministic identity network. Continuously recognizing customers enables real-time media activation (or suppression) and allows brands to address their audiences on a 1:1 basis, reducing ad waste while delivering in-the-moment marketing.On-site Identity Resolution: Aligns known devices to users, enabling marketers to resolve and address their customers as individuals across screens and channels. Measurement: Delivers in-the-moment views of person-level media impressions, driving more consistent and granular insights to measure and optimize performance.

• SaaS and cloud-based solution.

Data onboarding

• Provides offline/online matching.Ties back unauthenticated user activity on a brand’s site to known customers in that brand’s identity graph, building a more complete and evolving understanding of each customer.

• Clients can onboard offline customer data via file upload or API integration.• Equipped to match client data assets of any size, with no limit on the number, type or

taxonomy of customer attributes or segments that can be onboarded and matched within the Customer Identity Platform.

• Match rates average 71 percent with top clients achieving rates as high as 85 percent.• Match rates and addressability rates provided.• Persistent ID is provided.

Identity graph

• All personally identifiable information (PII) is owned and accessed only by the client. Signal does not buy, sell, license, or store customer PII data.

• Signal’s Identity Network comprises over 900 million unique, real-time deterministic IDs representing 366-plus million people from hundreds of deterministic data sources, including but not limited to cookies, hashed email addresses and MAIDs.

Key customers

ASOSElectronic ArtsSky Betting & Gaming Key executives

Mike Sands, CEO

Jay Stocki, COO

Joe Doran, EVP/Chief Identity Officer

Jason Yanowitz, EVP/Chief Technology Officer

Signal222 N. LaSalle St., Suite 1600Chicago, IL 60601(T) 312-566-4300www.signal.co

http://www.signal.co



Vendor profiles



Individual-level IDs.• Uses only deterministic matching of

customers across channels and online interactions.

Partnerships with leading probabilistic solutions, but that data is only useable as part of audience syndication and will not live as a part of the client’s first-party graph.

Privacy compliance

• GDPR compliant.• Network Advertising Initiative (NAI)

and Internet Advertising Bureau (IAB) membership.

• A registered vendor and active participant in the IAB EU Transparency and Consent Framework.

• Brands maintain ownership over all aspects of their strategic data asset.

Analytics

• Audience Planning and “preview” features enable clients to make decisions about what customers to include or exclude from an audience’s segment, and which activation platforms to push segments to by providing reach metrics across platforms as segment rules are adjusted.

• Automates the recognition of authenticated and unauthenticated web visitors and pushes profile attribute information into the client’s testing/personalization platform of choice, where rules can be leveraged to automate the display of different content to different users.

• Audience Planning tool allows clients to leverage the “preview” feature to predict size and reach metrics (addressability across all activation

platforms) of audiences in real-time so that audiences can be tailored according to client reach and budget goals.


• Includes pre-built connections to adtech and martech platforms for marketing campaign activation, including: Adobe, Amobee, AppNexus, Facebook, Flashtalking, Instagram, Google Ads, Google Ad Manager, MediaMath, Mparticle, Quantcast, Salesforce DMP, SnapChat, Spongecell, The Trade Desk, TubeMogul, Videology, Turn, Twitter and Xandr.

• Collects data from thousands of sites via tag and from data partners, and is able to send data to demand side platforms (DSPs), data management platforms (DMPs) and social media platform destinations.

Pricing and support

• Subscription fees based on number of records and activation endpoints.

• Average customer spend not disclosed.• Annual contract required.• Proofs of concept possible.• New clients can take less than a week

to get started with basic onboarding and activation. Implementation may take longer for more complex identity resolution solution packages.

• Clients receive a Customer Success Manager and access to a customer support team.

• Add-on support and data management services include custom endpoint integrations, ID expansion and custom reports.

Signal222 N. LaSalle St., Suite 1600Chicago, IL 60601(T) 312-566-4300www.signal.co

http://www.signal.co/customer-identity-platform/partners




Vendor profiles



SmarterHQ9102 N. Meridian St., Suite 415Indianapolis, IN 46260www.SmarterHQ.com

Target customer

• B2C enterprise brands in the retail, travel & hospitality, and financial services verticals.

Company overview

• Founded in 2010.• 75-plus employees.• Raised a total of $38.5M in three funding rounds. • Additional office in Austin, TX.

Product overview

• Behavioral marketing platform enabling highly personalized, cross-channel customer experiences.

• Designed to allow marketers to increase revenue and relationships over time by simplifying and elevating their ability to:

Collect, unify, and activate real-time, multichannel data.Identify audiences quickly and easily based on customer behavior (web, offline, app) and profile information (loyalty, persona, CRM).Automate personalized content across online and outbound channels.

• Primary marketing use cases focus on:Identity resolution: Automatically connects a customer’s engagement across multiple devices, channels and email addresses so brands can recognize individual behaviors regardless of touchpoint. Web, email, display and mobile personalization: Using historical behaviors and machine learning, the platform automates real-time, dynamic messaging that grows smarter over time to drive customer engagement.Data activation and predictive modeling: Consumes behavioral and transactional data, regardless of channel, enabling users to build automated audience segments based on any interaction a customer has with the brand.

• SaaS hosting available• Single sign-on available for business users.

Data onboarding

• Provides offline/online matching.• Collects customer data (behavioral and profile) and product/content data.

Collected via first-party tracking JavaScript, imported feeds and API connections.• Match algorithm is hard coded; users configure which identifiable data points to use.• Match rates not disclosed.• Persistent ID is provided.

Identity graph

• Identity referential data is all first-party customer data. No data is currently licensed from partners.

• Types of data included: First-party email, physical address and internal IDs.• Individual and device-level IDs.

Key customers

Bloomingdale’sFinish LineHiltonOmni Hotels & ResortsQVCSantander Bank

Key executives

Michael Osborne, President & CEO

Dean Abbott, Co-Founder & Chief Data Scientist

Kristen Hamerstadt, VP, Marketing

Craig Sturgis, VP, Product

http://www.SmarterHQ.com



Vendor profiles



Privacy compliance

• SOC 2 Type II compliant. • GDPR compliant. • Brands maintain ownership of their

customer data.

Analytics

• AI technology enables real-time customer segmentation in any channel and provides real-time interaction management, sending messages based on unique customer behaviors.

• Machine-learning algorithms create individualized sets of recommendations based on a customer’s unique actions and behavioral profile in any channel.

• Intelligent campaign management tools with built-in suppression and frequency capping for optimized messaging.

• Predictive marketing capability enables users to anticipate customer needs with prescribed content.


• Pre-built integrations with 20-plus email service providers (ESPs), partner networks, and additional martech platforms/solutions.

Integration partners include Cheetah Digital, Salesforce Marketing Cloud, Oracle Responsys, Oracle Bronto, Zeta Global, iPost, MailChimp, Eloqua, Sailthru, Yesmail and Iterable.

• API integrations available.

Pricing and support• Pricing is based upon a combination

of data volume, number of disparate incoming data sources and number of outgoing communication channels.


• No free trials.• Annual contracts required.• Services packages offered based on

client need and desired support.• Users supply a product data feed and

add SmarterHQ Base Script to their website for tracking. Customers also provide API-level access to their ESP.

• All customers are assigned a dedicated Project Manager and Implementation Engineer to ensure easy implementation, and client training and enablement is provided.

Website includes a detailed self-help guide to getting started.

• Client Success Directors guide ongoing 1-to-1 support, success and strategy. Campaign Services team builds and tests experiences to ensure they run smoothly.

SmarterHQ9102 N. Meridian St., Suite 415Indianapolis, IN 46260www.SmarterHQ.com




Vendor profiles



Tapad551 Fifth Ave.New York, NY 10176 (T) 646-561-6500www.Tapad.com

Target customer

• B2B enterprises in all verticals.

Company overview

• Founded in 2010.• Over 100 employees.• Acquired by Norwegian telco, The Telenor Group, in February 2016 for $360M. • Sold its media services business to Brand Networks (social marketing adtech) in

January 2018.• Additional office locations in Chicago, London, Oslo, Singapore and Tokyo.

Product overview

• Global marketing technology company focused on digital identity resolution solutions.

• The Tapad Graph™ and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, allowing for enhanced marketing campaign measurement, attribution, reach and ROI.

• Primary marketing use cases focus on audience extension, retargeting, attribution, personalization, measurement and analytics, cross-device pathing, creative sequencing and lookalike modeling.

Offering includes identity resolution, persona and lookalike audience model development, customer analytics and segmentation, and website and campaign personalization.

• Hosted on Cloud.• Consumer single sign-on available.

Data onboarding

• Does not provide offline/online matching.• Client data is uploaded via batch ingest or real-time cookie sync. • Match algorithm customization is not available. • Match rates not disclosed.• Confidence scoring is provided.• Provides a persistent digital platform identifier, household identifier and/or Individual

identifier.

Identity graph

• The Tapad Graph does not contain any personally identifiable information (PII).• Accepts a range of identifiers as inputs into The Tapad Graph, such as cookie ID,

mobile advertising ID (MAID), and other non- PII identifiers. Supplements user segment data with information from partners BlueKai, eXelate.

• The Tapad Graph output could consist of cookie IDs, MAIDs and other non- PII identifiers.

• The Tapad Graph can also provide device attributes as optional enhancement data.The Tapad Graph has over 600 million global correlations or “clusters”. Household and individual ID level are available.

Key customers

AdobeAmobee (Turn)DataXuNielsenThe Trade DeskT-Mobile

Key executives

Sigvart Voss Eriksen, CEO

Mark Connon, COO

Preethy Vaidyanathan, CPO

Ajit Thupil, SVP, Identity

http://www.Tapad.com



Vendor profiles



Privacy compliance

• Compliant with all relevant privacy regulations including GDPR and ePrivacy Directive.

• Belongs to self-regulatory organizations such as Network Advertising Initiative (NAI) and Digital Advertising Alliance (DAA).

• Brands maintain ownership of their data. Tapad does not store any PII in its graph.

• Web-browser and mobile app opt-out mechanisms available.

Analytics

• Not provided.


• Platform includes pre-built connections to adtech (i.e., DSPs) platforms such as Centro, Flashtalking, Sizmek and The Trade Desk; and martech (i.e., CRMs, DMPs) platforms for marketing campaign activation including Adobe Audience Manager.

• Partner ecosystem also includes brands, publishers and other platforms including Sojern, Signal and Throtle to boost amplification.

Pricing and support

• Flexible pricing, broken into three models:

Fixed-fee pricing model where a client pays an agreed-upon fixed amount, either by volume tiers, regions or other agreed-upon structure.Variable or usage-based pricing model.Hybrid of both.


• Free trials are not available but paid pilot engagements are available when applicable.

• Annual or multi-year agreements are required.

• Onboarding/integration is a four-to-six week process generally consisting of setting up an ID sync, partnership kick-off meeting, goal and cadence setting and scheduled support calls.

• Clients receive a dedicated Customer Success Manager, Platform Solutions Manager and Sales Rep to guide them through the integration and go-to-market processes. Customer Success will also set up regular status calls, trainings, quarterly and annual reviews.

• Strategic, professional services and premium support are available as scoped and included in client agreements.

Tapad551 Fifth Ave.New York, NY 10176 (T) 646-561-6500www.Tapad.com




Vendor profiles



Throtle141 W. Front St., Suite 410Red Bank, NJ 07701(T) 732-268-1729https://throtle.io

Target customer

• B2C enterprises in retail, insurance, financial services, consumer packaged goods (CPG), hospitality and travel verticals, as well as agencies, media platforms, data owners and publishers.

Company overview

• Founded in 2016.• 55-plus employees.• Undisclosed Series B funding led by TransUnion in December 2017.• Additional office in New York, NY.

Product overview

• Second-generation data onboarding platform focused on deterministic matching, identity resolution and closed-loop enablement.

• Data-centric onboarding approach includes a proprietary consumer identity graph, the Throtle Individual Truth Set, as the foundation for all matching.

• Primary marketing use cases focus on: Data onboarding: Users can accurately reach prospects and customers online, across multiple screens and devices.Identity resolution and authentication: Provides customer insights and segmentation for individualized and personalized marketing, as well as website personalization and retargeting.Persona and lookalike audience model development: Users can identify descriptive traits and segments of overall customer base, ideal customer or campaign respondents to help inform acquisition strategies or creative briefs. Customer analytics and segmentation: Enables users to attribute all of a consumer’s behaviors to the right individual, even when they have interacted with the brand across multiple channels, touchpoints, devices, browsers or emails.Website and campaign personalization: Enables users to understand who is visiting their website, even when they are browsing anonymously. Utilizes ‘reverse onboarding’ to profile visitor audiences.

• Cloud-based hosting available.

Data onboarding

• Provides offline/online matching.• Uploads client data via file transfer: AWS S3 Bucket or SFTP.• Can map to any linkage component including households, addresses, emails, mobile

advertising IDs (MAID/device IDs) and a cross-channel of all. The Throtle ID Graph links each of these pieces with a Throtle ID.

• Offline matching rates range from 60-90 percent (name and address), 40-60 percent (email), 20-40 percent (MAIDs), 20-40 percent (social handles) and 10-20 percent (phone numbers).

• Online match rates are in the 20-70 percent range, depending on the source file.• Data scoring is used for analytics internally; not available externally.• Persistent ID is provided both on an individual and household basis.

Key customers

24 Hour FitnessAdobeCitgoMcDonaldsOppenheimerTransUnion

Key executives

Paul Chachko, CEO

Dave Wirsching, CTO

Kathy Bachmann, COO

Jose Fernandez, VP, Engineering

https://throtle.io

https://throtle.io


Vendor profiles



Identity graph

• Owns its graph referential data and supplements it through dozens of licenses with additional data providers.

• The Throtle Individual Truth Set is a holistic identity graph containing names, addresses (email and physical), phone numbers (mobile and landline), social handles, etc. tied to cookies and mobile device IDs. Persistent individual IDs are maintained, with household roll-ups available.

Elements are updated daily, weekly, monthly and quarterly. Additional data enhancement and hygiene can be included from over 100-plus demographic, lifestyle and behavioral elements.

• All deterministic data represented in the core ID graph is individual-level data. When Throtle matches to a client’s CRM file or data set, it matches deterministically only.

For probabilistic matching, Throtle can profile the client’s selected seed data to build lookalike audiences that closely resemble the existing profiles of the consumers or data provided.

• All data is scored on an index of 10 that represents the strength of the deterministic match.

Privacy compliance

• Throtle only handles US-based data and therefore only works with clients on their US-based data.

• Clients maintain data ownership. Throtle will use a client’s CRM data only to provide the services agreed upon, and for purposes that are compatible with providing those services.

Throtle does not share, co-mingle or mine client data for marketing or advertising.

• Opt-out requests are processed via a link on the privacy policy page. Accepts weekly opt outs from mobile advertising ID (MAID/device ID) and email source partners, and universal opt-out mechanisms via the Digital Advertising Alliance’s (DAA’s) AppChoices program.

Analytics

• Builds lookalike audiences derived from the activities and profiles of responsive or non-responsive audiences which are then used for additional media exposure.

• Includes a recommendation engine: Recommends customers/audiences that mimic a brand’s best customers.

• Throtle’s automated data modeling and profiling platform allows marketers to understand who their audiences are, which is used in audience decisioning and audience activation.


• Integrates with 40-plus platforms, with access to major adtech and martech destinations either directly or through partners.

Examples include: Adobe, The Trade Desk, AppNexus, mParticle, Eyeota.Provides direct server integrations with its platforms for the syncing and distribution of data into client’s platforms for media activation.

• Offers 10-plus custom-built APIs into many of its platform partners.

Pricing and support

• Flat fee pricing depends on the specific use case.

• Current annual recurring revenue is $140K/client.

• Complimentary match rate offered as free trial.

• Annual contract is usually required. However, depending on the specific use case, custom pricing solutions can be offered.

• Typical time for onboarding is around three to five business days, depending on Throtle having everything needed to process the data.

• Each client is assigned a Customer Success Manager that is available for questions, help and any additional assistance needed.

Throtle141 W. Front St., Suite 410Red Bank, NJ 07701(T) 732-268-1729https://throtle.io

https://throtle.io

https://throtle.io


Vendor profiles



Target customer

• B2C enterprises in the retail, restaurant, grocery, consumer packaged goods (CPG), financial services, automotive, telecommunications and healthcare verticals.

Company overview

• Parent company Valassis, provider of intelligent media delivery solutions, was founded in 1970.

• Valassis Digital acquired MaxPoint Interactive in August 2017 for $95M. • 4,200-plus Valassis employees; 400-plus Valassis Digital employees.• Additional offices in New York, NY; Austin, TX; and Livonia, MI.

Product overview

• Valassis Digital operates as a managed service provider that uses a closed-loop, intent engine to manage client advertising campaigns from start to finish.

• The Valassis Intent Engine™ consists of a consumer graph, data management platform (DMP), demand-side platform (DSP), artificial intelligence (AI) and measurement.

• The intent engine is fueled by the Valassis Consumer Graph™ and its proprietary consumer intent and location data.

• Primary marketing use cases focus on identity resolution, data onboarding, persona and lookalike audience modeling, and insights and measurement.

• Valassis Digital uses its graph to onboard and match customer lists, select the right customers for each campaign, find lookalike prospects, engage them across channels, and close the loop by measuring performance.

• As a managed service provider with dedicated hosting servers, data is stored on premise.

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 Valassis Consumer Graph for media activation and enrichment. Valassis Digital has documented requirements for formatting the inbound customer list file to ensure the highest possible match rates, as well as to adhere to service level agreements (SLAs) for matching and activation.

• Match algorithm customization is not available. All inbound customer list files should follow the guidelines provided by Valassis Digital.

• Match rates are 80 percent-plus, when matching by physical addresses. • Confidence scoring is not provided.• Persistent ID is provided.

Identity graph

• Valassis Digital owns its referential data. • Location data comes from direct access to bid streams, as well as partnerships that

acquire location activity from multiple sources including apps and beacons across categories such as mobile mapping apps, geo-based gaming and shopping apps.

Valassis Digital3020 Carrington Mill Blvd.,Suite 300Morrisville, NC 27560(T) 800-916-9960http://www.valassisdigital.com/

Key customers

Not disclosed.

Key executives

Dan Singleton, CEO, Valassis

Cali Tran, President, Valassis

Jay Webster, SVP, Product and Engineering, Valassis Digital

Michelle Engle, SVP, Product and Marketing, Valassis Digital

http://www.valassisdigital.com/



Vendor profiles



• The Valassis Consumer Graph analyzes 110 billion daily intent signals and 33 billion daily location signals across 1.4 billion devices, as well as 2 billion offline coupon redemptions.

• Valassis Digital reaches 100 million households across devices, which are authenticated to the Valassis household mailing file to accurately map individuals to their homes and engage the same consumer intelligently across print and digital channels.

• The Valassis Consumer Graph anonymously connects data and devices via multiple identifiers, including device ID, cookies, IP address and lat/long coordinates.

Valassis Digital proprietary data includes interest, in market, demographics, store visit and coupon redemptions.Valassis Digital applies third-party purchase and behavioral data to enhance vertical targeting for CPG, retail, automotive, healthcare and financial.

• Third-party data sources include IRI, Yodlee, Crossix, IQVIA Health, US Census and Gadberry.

Privacy compliance

• SOC II compliant. • Participates in the Digital Advertising

Alliance’s (DAA) AdChoices program and Self-Regulatory Principles.

• Consumers can opt-out of interest-based advertising, including the tracking and categorization of their behavior.


Analytics

• Offers flat file enrichment along with media activation.

• Offers customer onboarding along with media activation. This includes onboarding customer lists, expanding addressable audiences via lookalike modeling, and extending engagement across all known devices via cross-

channel activation. Measurement and reporting are provided for these engagements, which may include audience insights, foot traffic impact or sales impact studies.


• Pre-built martech integrations with LiveRamp, Oracle and Adobe, and can make programmatic audience segments available through 65 connected DSPs and trade desks.

Includes third-party integrations for ad serving and viewability, including IAS, DoubleVerify, DoubleClick, Moat and ComScore.

Pricing and support

• Pricing based on incremental premium cost per thousand (CPM) impressions with CRM list targeting as part of a media buy.

Minimum $50K quarterly campaign spend.

• Free trials are not available.• Annual contracts are not required.• SLA for onboarding client-provided

data is five business days upon receipt of the data.

Client uploads data via a secure FTP site.

• Dedicated account management team works directly with clients on transfer of customer data, campaign set-up, execution and post-campaign measurement.

• No add-on services are available.

Valassis Digital3020 Carrington Mill Blvd.,Suite 300Morrisville, NC 27560(T) 800-916-9960http://www.valassisdigital.com/






ResourcesWebsites

Datadelta.comwww.marketingland.comwww.martechtoday.comwww.searchengineland.com

Blogs

Customer Experience Matrix by David M. Raab, Principal, Raab Associates Inc.

Webinars

Customer Data Strategies & Identity Resolution: Best Practices, sponsored by FullContact and produced by Digital Marketing Depot.

Articles

“How to Figure Out Identity Resolution Once and For All,” by Michael Schoen, GM/VP, Marketing Services, Neustar. Published October 22, 2018.

“ID Graphs: The path to identity resolution,” by Mike Sands, CEO, Signal. Published November 15, 2016. “Identity is having its Moment, but Most Martech Isn’t Ready,” by Mike Sands, CEO, Signal. Published April 30, 2018.

“Identity Resolution Buyer’s Guide: 6 Critical Questions To Ask,” by Peter Messmer, Director of Growth, AddShoppers. Published July 2018.

“Why Marketers Need To Get Identity Resolution Right,” by Kathy Bachmann, EVP, Product Management, Throtle. Published August 22, 2018.

Whitepapers

The Search for the Ideal Identity Solution, published by Oracle Data Cloud, 2018.

Research reports

Cisco Visual Networking Index: Forecast and Trends, 2017–2022, published by Cisco, November 2018.

Know Your Audience: The Evolution of Identity in a Consumer-centric Marketplace, published by Winterberry Group, August 2018.

Now or Never: 2016 Global CEO Outlook, published by Forbes Insights and KPMG, July 2016.

Now Tech: Identity Resolution, Q3 2018, published by Forrester Research, August 2018.

The State of Data 2018, published by Winterberry Group and IAB, December 2018.

http://Datadelta.com

http://marketingland.com/

http://www.martechtoday.com

http://searchengineland.com

http://customerexperiencematrix.blogspot.com/

https://digitalmarketingdepot.com/webcast/customer-data-strategies-identity-resolution-best-practices

https://adage.com/article/neustar/solving-identity-resolution-crisis/315290/

https://martechtoday.com/id-graphs-path-identity-resolution-192447

https://martechtoday.com/identity-is-having-its-moment-but-most-martech-isnt-ready-214846

https://www.addshoppers.com/blog/identity-resolution-buyers-guide-6-critical-questions-to-ask

https://www.cmo.com/opinion/articles/2018/8/14/why-marketers-need-to-get-identity-resolution-right.html#gs.jZcEFlw

https://www.oracle.com/a/ocom/docs/dc/idg12questionstoaskv1.4.1.pdf

https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html

https://www.winterberrygroup.com/our-insights/know-your-audience-evolution-identity-consumer-centric-marketplace

http://kpmg.com/CEOoutlook

https://www.forrester.com/report/Now+Tech+Identity+Resolution+Q3+2018/-/E-RES137224#

https://www.winterberrygroup.com/our-insights/state-data-2018

enterprise identity - experian · 2019-02-27 · oracle data cloud ... identity verification...

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