MIR 1902 IDResPlatf

M A R T E C H I N T EL L I G EN C E R EP O R T
ENTERPRISE
IDENTITY
RESOLUTION
PLATFORMS:
A MARKETER’S GUIDE
A M A R T ECH TO DAY RE SE A RCH REPOR T

The Consumer Identity
Management Experts
IS AN ENABLER OF
• Instant Identity Resolution
• Digital Campaign Scaling
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• Predictive Analytics and Look-Alike Modeling
• Omnichannel: Cross Device and Platform Identification
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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Identity Resolution Platforms: A Marketer’s Guide
Table of Contents
Scope and methodology.......................................................................................................... 2
Enterprise identity resolution platform market overview...................................................... 3
Table 1: US expenditures on identity solutions, 2016-2022 (P)........................................ 3
Data 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............................................................................ 5
Enterprise identity resolution platform capabilities............................................................... 6
Data onboarding................................................................................................................... 6
Identity graph........................................................................................................................ 7
Privacy compliance and data ownership............................................................................... 7
Third-party software integration............................................................................................ 9
Table 3: Select enterprise identity resolution platform features....................................... 9
Choosing an enterprise identity resolution platform............................................................ 10
The benefits of using enterprise identity resolution platforms............................................ 10
Enterprise identity resolution platform pricing.................................................................... 10
Recommended steps to making an informed purchase....................................................... 11
Step One: Do you need an enterprise identity resolution platform?.................................. 11
Step Two: Identify and contact appropriate vendors ......................................................... 12
Step Three: Scheduling the demo....................................................................................... 12
Step Four: Check references, negotiate a contract............................................................. 14
Conclusion............................................................................................................................... 15
Vendor profiles....................................................................................................................... 16
Acxiom................................................................................................................................. 16
Drawbridge.......................................................................................................................... 18
Experian Marketing Services............................................................................................... 20
FullContact.......................................................................................................................... 23
Infutor.................................................................................................................................. 25
LiveRamp............................................................................................................................. 27
Merkle.................................................................................................................................. 29
Oracle Data Cloud............................................................................................................... 31
Signal................................................................................................................................... 34
SmarterHQ.......................................................................................................................... 36
Tapad................................................................................................................................... 38
Throtle................................................................................................................................. 40
Valassis Digital..................................................................................................................... 42
Resources................................................................................................................................ 44
© 2019 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: martechtoday@digitalmarketingdepot.com

Scope and methodology

This 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 2019
Editorial Adviser:
Edward Allburn, President & CEO, DataDelta Inc.
Research/Writers:
Karen Burka, Senior Research Consultant, Third Door Media
Emily Fraser Voigt, Freelance Writer
Editor:
Claire Schoen, Director, Marketing Services Content, Third Door Media

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DATA-DRIVEN, TECHNOLOGY-ENABLED PERFORMANCE MARKETING

Enterprise identity resolution platform In today’s

competitive
market overview environment, it
is essential that
Identity resolution -- the process of connecting the growing volume of consumer identifiers brand marketers
to one individual as he or she moves across channels and devices – has become critical to
understand which
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 online devices and
of connected speakers, home management solutions, smart TVs and wearables continues to offline behaviors
skyrocket, that figure is expected to climb even higher. belong to a consumer
as well as who that
At the same time, consumer expectations for relevant, personalized brand interactions across all of
consumer is.
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)
$3,000
$2,600
30%
$2,500
CAGR
$2,000
In $ Millions
$1,500
$900
$1,000
$600
$400
$500
$0
2015 2016 2017 2018 2019 2020 2021 2022 2023
Source: Winterberry Group, Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace

The marketing use cases for identity resolution focus on creating a 360-degree view of each The marketing use
customer in order to deliver more targeted and accurately personalized brand messaging. By cases for identity
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
resolution focus
becomes the foundation for marketing analysis, insight, attribution and media optimization, with on creating a
the goal of creating a better customer experience across all channels. 360-degree view
of each customer
More than half of marketers surveyed say their identity resolution initiatives over the past in order to deliver
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-
more targeted
online targeting round out the top three most popular use cases. and accurately
personalized brand
Table 2: What are the key focal points in your identity-related messaging
investments and initiatives over the past 12 months?
Development of audience insights for

54%
segmentation & targeting
Email personalization 44%
Offline-to-online targeting 25%
Location-based targeting 24%
Attribution 23%
Retargeting 23%
Paid media personalization 21%
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.

Marketers must also be vigilant about balancing identity resolution initiatives

with customer privacy. Many consumers have become wary of how brands use Select IR platform vendor
their data in light of the steady stream of high-profile headlines about enterprise financial transactions,
data breaches and data-sharing practices. The European Union’s General Data 2017-2018
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. November 2018
• Infutor: Acquired Ruf Strategic
In June 2018, California legislators passed the California Consumer Privacy Act Solutions
of 2018, which grants consumers more control over the use of their personal
October 2018
information online. The law goes into effect in January 2020. Organizations
• Acxiom: Sold Acxiom Marketing
face the risk of regulatory compliance fines when, for example, Subject Access
Solutions to Interpublic Group
Requests by consumers fail to deliver ALL of their related data as required.
(IPG) and rebrands as LiveRamp
Virtually all of the identity resolution platform vendors profiled in this report are
Holdings (NYSE: RAMP)
in compliance with GDPR and have clear policies for consumer consent on how
• Valassis: Acquired One Brand
their data is used.
Marketing
M&A heats up in crowded vendor market August 2018

• Drawbridge: $15M venture
The enterprise identity resolution platform market is crowded with pure-play round
platforms, large data firms and credit reporting companies. Identity resolution
June 2018
is a capability that many martech ecosystem platforms provide incidentally, but
• FullContact: $6.3M venture
not as a standalone product or service. However, with a unified customer view
round
becoming a marketing imperative, more vendors are using venture capital and
external acquisitions and divestitures to fuel expansion of their identity resolution April 2018
product sets (see sidebar). • SmarterHQ: $2M venture round
February 2018
In October 2018, Acxiom (NASDAQ: ACXM) sold its core data business, Acxiom
• FullContact: Acquired Contacts+
Marketing Solutions, to Interpublic Group (IPG) for $2.3 billion. The company
• LiveRamp: Acquired Pacific Data
then rebranded as LiveRamp Holdings (NYSE: RAMP) to focus on its identity
Partners
resolution technology and platform. Earlier in the year, LiveRamp acquired Pacific
Data Partners, a B2B marketing data provider, to expand its identity graph. January 2018
• Tapad: Sold its media services
Tapad divested its media services business in January 2018, selling to social business to Brand Networks
media adtech provider Brand Networks, to focus on its core identity resolution
December 2017
data capabilities.
• Throtle: Undisclosed Series B led
by TransUnion
With credit reporting agency Experian already in the market, TransUnion led an
undisclosed Series B investment round in Throtle in December 2017. The funding October 2017
was earmarked for further identity resolution software development. • DataXu: $3.5M venture round
led by Flybridge Capital Partners
Drawbridge received $15 million in venture funding in August 2018 to pivot from
August 2017
its core advertising audience use cases and grow staffing as well as technology
• Valassis: Acquired MaxPoint
investment in identity analytics and authentication.
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

Enterprise identity resolution platform Identity resolution

platforms support
capabilities marketing processes
around targeting,
Identity resolution platforms support marketing processes around targeting, measurement and measurement and
personalization for both known and anonymous audiences across digital and offline channels.
personalization
Virtually all of the enterprise identity resolution platform vendors profiled in this report offer
the following core features and capabilities: for both known
and anonymous
• Data onboarding (including online/offline matching and confidence scoring) audiences across
• Identity graph; digital and offline
• Client ownership of first-party data;
channels.
• 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.

Both approaches have their pros and cons, which should be considered when choosing an Every identity
identity resolution platform. Deterministic matching takes an omnichannel view that attempts resolution vendor
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
profiled in this
at a variety of data points versus binary matches. Its drawback is that it is limited to online report maintains a
touchpoints. Many vendors provide their overall match rates to potential clients. proprietary identity
graph, or database
A few vendors go a step further, providing clients with customizable match algorithms or that houses all the
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
known identifiers
use postal addresses and likely have lower quality address data than an organization that that correlate with
relies on fulfillment to a physical shipping address. Addressability is another factor that can individual consumers.
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.

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.
Table 3: Select enterprise identity resolution platform features
Third-party software
Identity graph identifiers Data onboarding Client integration
maintains Privacy
Vendor NAP1 Email address MAID2 Cookie/IP Online/ Confidence Pre-built API
data compliance3
address Offline scoring ownership connectors
matching
Acxiom4 4 4 4 4 4 4 4 GDPR, HIPAA 4 4
Drawbridge 5
8 4 4 4 4 4 4 4 4
Experian 6
4 4 4 4 4 4 4 DPPA, FCRA, 4 4
GLBA,
HIPAA, VPPA
FullContact7 4 4 4 8 4 4 4 GDPR, PCI 4 4

DSS
Infutor 4 4 4 4 4 4 4 DPPA, FCRA, 8 4

GDPR, GLBA
LiveRamp 4 4 4 4 4 4 4 GDPR 4 4
Merkle 4 4 4 4 4 4 4 GDPR 4 4
Oracle Data 4 4 4 4 4 4 4 GDPR 4 4
Cloud
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, 4 4
DPPA, FCRA,
GDPR, HIPAA
Valassis 4 4 4 4 4 8 4 4 8
Digital9
1
NAP = Name, address, phone
2
MAID = 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 Act
4
Identity graph licensed from LiveRamp
5,8
Hashed email addresses only
6
Pre-built connectors and APIs available on a case-by-case basis
7
MAID available through strategic alliances
9
Address only. Email addresses used for onboarding only
Source: Third Door Media

Choosing an enterprise identity Connecting

consumer
resolution platform identifiers has
become a mandate
The benefits of using enterprise identity resolution platforms for enterprise
Connecting consumer identifiers has become a mandate for enterprise marketers trying to
marketers trying
meet customer expectations for a consistent, personalized brand experience. Automating the to meet customer
process with an identity resolution platform can provide the following benefits: expectations
for a consistent,
• Deeper customer insights. Piecing together data fragments from multiple data sources personalized brand
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,
experience.
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.

Recommended steps to making an Understanding

your current
informed purchase marketing processes,
knowing how to
Understanding your current marketing processes, knowing how to measure success and being measure success
able to identify where you are looking for improvements are all critical pieces of the enterprise
and being able to
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 identify where you
your business needs and goals. are looking for
improvements are all
Step One: Do you need an enterprise identity resolution platform? critical pieces of the
Deciding whether your company needs an enterprise-level identity resolution platform calls for
enterprise identity
the same evaluative steps involved in any software adoption, including a comprehensive self- resolution platform
assessment of your organization’s business needs, staff capabilities, management support and decision-making
financial resources. Use the following questions as a guideline to determine the answers. process.
• 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 The most effective
platforms use on-demand pricing, meaning customers pay a monthly subscription price RFPs only request
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
relevant information
customer support options. and provide ample
information about
• How will we define success? What KPIs do we want to measure and what decisions your brand and its
will we be making based on the data? As with any technology investment, it is critical identity resolution
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
needs.
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.

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?

Step Four: Check references, negotiate a contract Before deciding on a

vendor, take the time
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 to speak with several
vendor should be able to supply you with several references if you cannot identify ones customer references,
yourself. Use this opportunity to ask any additional questions, and to find out more about any preferably individuals
questions that weren’t answered during the demo. Make sure that the person you’ve been in a business similar
referred to is someone who is a primary user of the platform. Consider also asking these basic
to yours.
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.

Conclusion
Regardless 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
Target customer
• B2B enterprises in the retail, insurance, healthcare, financial services, travel &
entertainment, automotive and consumer packaged goods (CPG) verticals.
Acxiom Company overview

301 E. Dave Ward Rd.
Conway, AR 72032 • Founded in 1969.
info@acxiom.com • 2,400 employees.
https://www.acxiom.com/ • 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.
Key customers
Product overview
Adobe
• Acxiom’s Unified Data Layer provides the framework for businesses to execute true
Cisco
omnichannel marketing and customer management initiatives as well as elevate the
eBay
quality, richness and completeness of data in their systems.
HP
• Primary marketing use cases focus on:
IBM
Audience management: First-party identity graph generation and maintenance.
Microsoft
Audience collaboration: Integration of first-, second- and third- party data to
enable co-marketing opportunities and creation of highly targeted audiences.
Key executives Audience expansion: Development of lookalike audiences to scale campaigns.
Audience analytics and segmentation: Provides actionable insights to deepen
Dennis Self, CEO
audience insights, predict consumer behavior and measure ROI.
Chad Engelgau, Chief Strategy • SaaS or cloud-based hosting available.
& Marketing Officer
Drew May, Chief Customer Data onboarding
Officer
Jordan Abbott, Chief Data Ethics • Provides offline/online matching.
Officer • 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.

Vendor profiles
Privacy compliance Pricing and support
• GDPR, HIPAA compliant. • Pricing based on records under
• Clients maintain ownership of their management with transactional,
first-party data and first-party identity volumetric pricing influencers.
Acxiom graphs with non-discoverable linkage • Average annual customer spend ranges
301 E. Dave Ward Rd. to second- and third-party referential from several thousand to several million
Conway, AR 72032 graphs. dollars.
info@acxiom.com • Free trials and proofs of concepts
https://www.acxiom.com/ Analytics available, depending on platform,
client and use case.
• Fully functional analytical platforms are • Annual contract required.
available within the Acxiom Unified • Typical onboarding time is two to four
Data Layer framework in addition months.
to professional services offerings for • 24/7 customer support for all solutions
strategy, measurement and analytics. via help desk is included.
The Audience Cloud tool includes • Add-on professional services include
automated modeling leveraging strategic consulting, analytics,
machine learning to expand measurement, fully hosted platforms
predictive audiences at a national and SaaS applications, and specific
scale. applications to address use cases for
• Recommendation options within the identity verification and authentication
Unified Data Layer include “next for risk mitigation, product recall,
best offer” applicable across many campaign management, etc.
industries.
Third-party software integration

• 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.

Vendor profiles
Target customer
• B2B and B2C enterprises in all major verticals where brands interact digitally with
consumers, including retail, e-commerce, consumer packaged goods (CPG),
Drawbridge telecommunications, technology, finance, travel, entertainment, publishing and security.
2121 S. El Camino Real, Suite
700
San Mateo, CA 94403
Company overview
(T) 650-513-2323 • Founded in 2011.
www.drawbridge.com • 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
Key customers support in Chicago; Charlotte; Kansas City; Washington, DC; Seattle and China.
Edmunds.com
Foursquare Product overview
LiveRamp
Publicis Groupe • The Drawbridge Identity Graph is available via the Drawbridge Identity Platform
Samsung (an enterprise-class solution for data ingestion, extension and syndication) and the
The Trade Desk 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
Key executives be leveraged to learn which devices drive conversions, inform attribution models
Kamakshi Sivaramakrishnan, and better understand the value of media dollars. Users can deliver successful
Founder & CEO and efficient advertising campaigns at scale, including activating dynamic
creative, managing universal frequency caps, sequencing ads and amplifying
Devin Guan, CTO reach across desktop, mobile and connected TVs, with typical amplification rates
David Zinman, COO of 3-5x.
David Pollet, Chief Revenue Personalization: Drawbridge helps customers understand every customer and
Officer (CRO) 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.

Vendor profiles
Identity graph Third-party software integration
• The Drawbridge Identity Graph • Includes pre-built connections to:
includes 1.1 billion-plus consumers, 3.2 Adobe, LiveRamp, Lotame,
Drawbridge billion-plus devices and 16 billion-plus Oracle/BlueKai, Neustar, Kochava,
2121 S. El Camino Real, Suite identifiers globally. mParticle, Tune, Appsflyer, Adjust
700 • Does not ingest any raw, unhashed Branch.io, Salesforce DMP (Krux),
San Mateo, CA 94403 referential data. Retargetly, The Trade Desk,
(T) 650-513-2323 • Licenses data from ecosystem partners, Amobee, Jivox, AppNexus,
www.drawbridge.com including DMPs, CDPs, DSPs, SSPs and TubeMogul, Yume/RhythmOne,
marketing services platforms (MSPs). Steelhouse and others.
• Observes and offers dozens of data • Also offers an API service for real-time
attributes, including (but not limited to) identity queries.
mobile and desktop cookies, mobile
advertising IDs (MAIDs), connected Pricing and support
TV IDs and proprietary Drawbridge
consumer and household IDs. • Pricing model contingent on the data
volume ingested from customers, and
Privacy compliance the service model used.
• Average annual customer spend not
• Belongs to self-regulatory organizations disclosed.
such as Network Advertising Initiative • Free proofs of concept (PoC) available.
(NAI) and Digital Advertising Alliance Typical PoCs run 30-60 days.
(DAA). • Annual contract required.
• Clients retain ownership of their • Integration for the RichQuery API
customer data. service is typically one to two weeks.
A standard direct cookie sync through
Analytics a pixel usually takes two to five days,
plus one week to test and confirm
• RichQuery API solution allows the volume. The first graph will be
customers to search the Drawbridge delivered two to three weeks after the
Identity Graph for new identifiers start of the sync.
and immediately receive associated • All customers work with dedicated
cross-device IDs and device attributes Brand Partnership Managers
to enable delivery of personalized (responsible for overseeing the
content based on a more complete strategic vision), Partner Managers
understanding of the consumer. (facilitates day-to-day management
• Provides advanced audience insights, of the partnership) and Solutions
device-level insights, metadata and and Operations Engineers (ensures
profile data, enabling partners to successful technical and infrastructure
measure and understand reach and set up).
frequency, path to conversion and
model multi-touch attribution.

Vendor profiles
Target customer
• B2B enterprise brands, agencies and platforms in the retail, financial services,
healthcare, automotive, entertainment/media, travel/hospitality and restaurant
verticals.
Experian Marketing Services
475 Anton Blvd. Company overview
Costa Mesa, CA 92626
• Experian Marketing Services is a division of credit bureau Experian.
(T) 877-902-4849
• Experian founded in 1996 (formerly TRW).
www.experianmarketingser-
• Publicly traded (LON: EXPN).
vices.com
• 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.
Key customers Product overview

• Experian’s MarketingConnect resolves fragmented consumer identity attributes
Not disclosed.
into a persistent form that is useful for downstream activities such as appending
demographic data, building a complete customer view, targeting across channels
Key executives and measuring multichannel campaign results.
Kevin Dean, General Manager It is not a single identity graph but leverages the many Experian Marketing
identity graph assets to connect the dots of identity through services.
Salvatore Guariano, SVP, Sales • Primary marketing use cases focus on:
Aimee Irwin, VP, Strategy Identity resolution: Persistently resolves fragmented identities using Experian’s
Christine Frohlich, VP, Product reference repository of current and historical identity from online and offline
Management 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
• 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.

Vendor profiles
Identity graph Analytics
• Experian’s reference linkage repository • Audience on demand: Helps brands
contains 50-plus years of history, target unique segments that may not
covering the entire US population. be available off the shelf.
These sources include a variety • Lookalike modeling: Helps brands
Experian Marketing Services of public and proprietary sources target consumers who look like
475 Anton Blvd. that include both offline and online their own customers (or some other
Costa Mesa, CA 92626 identifiers. Experian also has consumer desirable segment), and to achieve
(T) 877-902-4849 information that is inferred from other scale with targeting efforts.
www.experianmarketingser- data using statistical analysis. • Custom data analytics services:
vices.com • Experian’s reference repository includes Teams consisting of statisticians
coverage of more than 300 million and consultants with deep industry
individuals and 126 million households experience leverages both proprietary
in the US, while retaining history of Experian and client data assets to
things like name variations, previous increase client ROI.
addresses, telephone numbers, IP
addresses, multiple email addresses Third-party software integration
and mobile ad IDs (MAIDs) per
person, representing over 5 billion • OmniActivation tool maintains direct
combinations of consumer identities. integrations with 150-plus activation
• Experian’s consumer data starts with a channels, including direct mail, online,
base of individual-level identity, which mobile, TV, digital onboarding and
then extends out to other levels such email.
as household, address, device, and Examples include AOL, AT&T/
geo-level. DIRECTTV, Comcast, Pandora and
Yahoo!
Privacy compliance Also facilitates permissioning from
media partners (particularly in
• Experian’s identity services are only Advanced TV) to allow access to
sourced and operated in the U.S. brands for counts and distribution.
• Compliant with all applicable regulatory • Hundreds of digital destinations,
statutes, including, but not limited to, including demand-side platforms
GLBA, FCRA, HIPAA, DPPA and VPPA. (DSPs), data management platforms
• Experian is a member of self-regulatory (DMPs) and digital technology
bodies such as the Data & Marketing providers, are accessible through
Association (DMA: a subsidiary of the onboarding partners Neustar and
Association of National Advertisers), LiveRamp.
Interactive Advertising Bureau (IAB), Examples include Adobe, Amobee,
Trustworthy Accountability Group (TAG) AOL ONE, Google AdWords,
and Digital Advertising Alliance (DAA). Doubleclick Bid Manager (DBM),
• Brands maintain ownership of their Doubleclick for Publishers (DFP),
data. Customer data is partitioned from Celtra, Flashtalking, Krux, Lotame,
other client data and securely stored at MediaMath, Nielsen Marketing
rest. Cloud, Neustar: PlatformOne,
Experian does operate some data Oracle Data Cloud (BlueKai),
consortiums and in those cases Sizmek, The Trade Desk, Tremor
brands may choose, by way of Video, TubeMogul, Videology, xAd
contractual agreement, to permit and Xaxis.
Experian to use their data to inform • Supports API integration with platforms
Experian’s identity repository. not directly integrated.

Vendor profiles
Can support distribution to • Limited-time free trials are available as
virtually any platform via custom part of a services-based, consultative
integrations with strategic partners evaluation.
in the ecosystem. • Annual contracts not required. Multi-
• Operates its own pixel tags/domain for year contracts are common.
audience profiling and data collection. • Onboarding for new customers
Experian Marketing Services varies based on the nature of the
475 Anton Blvd. engagement and the combination of
Costa Mesa, CA 92626
Pricing and support
products and services that are utilized.
(T) 877-902-4849 • Pricing will vary based on the nature of • All engagements include dedicated
www.experianmarketingser- the engagement and the combination account and operational support.
vices.com of products and services that are Higher levels of desired support
utilized. Many clients pay based on are negotiated on a client-by-client
transaction CPM, while others are fixed/ basis.
flat based on volume commitments.
• Average annual customer spend not
disclosed.

Vendor profiles
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.
FullContact • Additional offices in Tel Aviv, Israel; Riga, Latvia; and Kochi, India.
1200 17th St. 13-103
Denver, CO 80202
(T) 888-330-6943
Product overview
www.fullcontact.com • 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
Key customers lookalike audience model development, customer analytics and segmentation, and
Blackbaud website and campaign personalization.
Constant Contact • SaaS-based hosting available.
FanAI
MailChimp Data onboarding
Meredith Corp.
Pitney Bowes • 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.
Key executives Clients use APIs where the data is transitory, in addition to secure batch file
Bart Lorang, CEO exchange.
• Transacts, aggregates and updates data synchronously on a daily basis to verify over
Chris Harrison, President of
1 billion individual profiles and more than 50 billion contact fragments.
Enterprise Solutions
Match logic is based on confidence levels determined by evaluating the number
Scott Brave, CTO of identifying elements that can be used for triangulating toward an individual.
Rushton McGarr, CFO 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.

Vendor profiles
• GDPR, SOC2 Type 1, Payment Card • Pricing is based on the number of
Industry Data Security Standard (PCI matches and total volume of calls.
DSS), Cloud Security Alliance, and US- • Average annual customer spend not
EU/Swiss Privacy Shield compliant. disclosed.
• Clients may contribute to the identity • Free trials available of 100 matches per
graph and can give consent for data month.
usage. • Annual contract is not required.
• Private plans are available for clients Scaling business plan allows
FullContact who prefer to maintain control of their a month-to-month contract.
1200 17th St. 13-103 dataset. Enterprise plans are custom plans
Denver, CO 80202 with the longevity dependent
(T) 888-330-6943 on the use case and business
www.fullcontact.com
Analytics
objectives.
• The platform’s algorithms provide • Typical onboarding time and
addressability, recency and precision. process is dependent upon a client’s
• Data-driven insights and infrastructure. However, developer
complementary audience enrichment documentation and teams are available
are provided to help clients understand to help speed up the onboarding time
individual profiles, and create if needed.
personalized experiences across all • Developer documentation and
channels and campaigns. support for integration with APIs;
data support for enrichment data use
Third-party software integration and understanding; file handling and
hygiene support; and data analytics,
• Platform includes pre-built connectors audience and third-party integration
to adtech (i.e., DSPs) and martech (i.e., support all included.
CRMs, DMPs) platforms for marketing Enterprise-level accounts receive
campaign activation. premium support and a dedicated
Examples include Marketo, Agile account team that includes
CRM, Salesforce, Constant Contact professional services for custom
and MailChimp. audience exports, third-party data
Data is delivered via APIs. integration, data analytics and
client-specific API or data exchange
methods.

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.
Infutor
18W140 Butterfield Rd., Suite
1020
Company overview
Oakbrook Terrace, IL 60181 • Founded in 2003.
(T) 312-348-7900 • 120 employees.
www.infutor.com • 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
Key customers Costa Rica.
Does not disclose. Product overview
Key executives • Infutor’s Identity Suite is designed to help large B2C enterprises authenticate
inbound contacts and enrich individual profiles to enable personalized interactions
Gary Walter, CEO and improve conversions.
Jeff Beard, COO
Identity resolution: Enables instant identification of consumers to provide a real-
Dave Dague, CMO time, 360-degree view. Multiple identity markers (name, address, phone, email,
John Barnes, CTO 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.

Vendor profiles
• Data input through both automated Privacy compliance
and manual methods, including direct
API connection with online web forms • While Infutor’s data is US-based only,
and inbound call center software. there are processes in place to ensure
• Highly configurable match algorithm that any ingested data follows GDPR.
Infutor • GLBA, FCRA, and DPPA compliant.
customization based on client needs.
18W140 Butterfield Rd., Suite Consumer opt-out form displayed
• Match rates of 50-85 percent,
1020 on the Infutor site.
depending on the types of consumer
Oakbrook Terrace, IL 60181 • Brands maintain ownership of their
data processed.
(T) 312-348-7900 customer data.
• Provides verification scores.
www.infutor.com
Approximately 85 percent of
consumers processed through Analytics
the Identity Suite have a high
confidence verification. • Offers self-selection lookalike
audiences for social and programmatic
Identity graph campaigns through a predictive
Identity Marketplaces solution for auto,
• Compiled and owned by Infutor. property, new mover, demographic and
• Data is permissibly sourced from lifestyle-based audience targeting.
hundreds of public and proprietary
sources including telephone listings Third-party software integration
and directories; social security
Information; real estate, deed and • API interface (SOAP, JSON, XML)
property data; voter registration available across most adtech and
records; POS/purchasing transactions; martech platforms (digital, call center,
automotive information; federal, CRM, offline).
appellate and bankruptcy court • Connections include integration
information; and consumer-reported through any single identity marker
online transactional data that is opt in including PII as well as non-PII (hashed
and privacy policy compliant. email, mobile ad ID).
• Deterministic identity data elements
span 30-plus years of history, with over Pricing and support
550 million phone numbers, 850 million
emails and 1.4 billion current and • Pricing is based on volume and total
previous consumer postal addresses. number of input records.
Probabilistic profile attribute data • Average annual customer spend is
elements on over 250 million $75K.
individuals. • A free data evaluation is available.
• Includes the following data: • Annual contracts are required.
Name, address, multiple phone • Clients can be fully operational on the
and email addresses. platform as soon as one to two days
Gender, age, marital status, after contract execution.
number of children, education, • Dedicated account executive and
household income, estimated account management team for all
wealth, home market value and ongoing communication and project
median household value. deliverables.
GeoCredit score. Customer support via phone, web
Housing and automotive or on-site, as determined by both
information. Infutor and the client.
• Identity data at the individual level, • Professional consulting on product
with the exception of census-level strategy and custom product
household demographics. development initiatives available as
needed for additional charge.

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
LiveRamp companies, data providers and publishers.
225 Bush St.
San Francisco, CA 94104
Company overview
(T) 866-352-3267
https://liveramp.com • Founded in 2012.
• 750 employees.
• Acxiom rebranded as LiveRamp Holdings (NYSE: RAMP) in October 2018 after selling
Key customers its Acxiom Marketing Services business to Interpublic Group for $2.3B.
• Additional US offices in New York, Philadelphia, Seattle, Little Rock, Burlington (VT);
General Motors
international offices in London, Paris, Sydney, Shanghai and Singapore.
Nordstrom
Uber
Product overview
Key executives • 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.
Scott Howe, CEO
• Included AbiliTec engine provides data enhancement, database management, data
Warren C. Jenson, President, quality management and data hygiene capabilities.
CFO & Executive MD of • Primary marketing use cases focus on:
International Segmentation and targeting: Links identities and data to enrich profiles for
Anneka Gupta, President & audience segmentation and targeting in paid and owned channels.
Head of Product and Platforms Audience building and lookalike modeling: Extends reach by making audiences
addressable in more channels and the basis for modeling lookalike audiences.
James Arra, President & Chief
Campaign suppression: Syncs audiences to transactions, service activity and
Commercial Officer
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.

Vendor profiles
• Licenses referential data from large • Links both known and unknown
network of online match partners identities to first- , second- and third-
LiveRamp providing exact 1-to-1 matches to party data for creating segments within
225 Bush St. permissioned authentication events the platform.
San Francisco, CA 94104 through de-identified traffic from over • Universal people-based identifier
(T) 866-352-3267 1,000 publisher partner sites. allows clients to port audiences across
https://liveramp.com Maintains hundreds of paid match channels (i.e., use an online audience
partners, including 60 brands. to target a mobile channel), as well as
Reaches 90 million US households. enable creation of lookalikes.
• 200 million unique authenticated • Multichannel attribution capabilities
browsers seen in last 90 days. to track consumer interactions across
• 243 million authenticated mobile IDs. digital and direct response programs,
• Invests 100% of company resources in allocating credit across different
building and enhancing the identity marketing touchpoints.
graph.
Compiles and outputs graph as a Third-party software integration
turnkey service to other vendors.
• Ecosystem of more than 600 agency,
Privacy compliance publisher, data, measurement,
media delivery data management
• Privacy Impact Assessments (PIAs) platform (DMP), social, search and TV
and operational audits take into partners available via API or pre-built
consideration compliance obligations connectors.
under applicable laws (e.g., GDPR,
HIPAA, GLBA and CCPA) and Pricing and support
associated privacy risks.
• Has a dedicated Global Data Ethics • SaaS-based pricing based on data
program that protects all personally volume, number of channels and types
identifiable information (PII). of data licensed.
• Engages with industry groups, • $640K average annual cuatomer spend.
including the Digital Advertising • No free trials available.
Alliance (DAA), Internet Advertising • Annual contract required.
Bureau (IAB) and Data & Marketing • Typical onboarding process takes 10-30
Association (DMA) on privacy issues. days.
• Brands maintain ownership of their • Depending on relationship scope,
customer data. dedicated and/or ticketed support is
included.

Vendor profiles
Target customer
• Enterprise B2B and B2C clients spanning all major industry verticals, with emphasis
Merkle on retail, financial services and telecommunications.
7001 Columbia Gateway Dr.
Columbia, MD 21046 Company overview
(T) 443-542-4000
www.merkleinc.com • Founded in 1988.
• 7,000 employees across 55 global locations.
• Dentsu Aegis Network owns a controlling stake in Merkle, Inc.
Key customers
Product overview
AARP
LifeLock • Developed and supported by Merkle, M1 is Dentsu Aegis Network’s people-based
Social Finance (SoFi) planning, activation and measurement platform. Its underlying, master people-
based identity, the M1ID, is compiled, maintained and matched by Merkle’s identity
Key executives resolution engine, Connected Recognition (cR).
• Primary marketing use cases focus on audience targeting, insights and measurement.
David Williams, Chairman & Audience Targeting: M1 and cR allow marketers to leverage a wide range of paid
CEO and owned channels for audience targeting. Appending DataSource (Merkle’s
John Lee, Chief Product & Data proprietary data set) to identities enables data enrichment and modeling within
Officer M1 and a client’s customer database. M1 enables targeting across a broad
Matthew Mobley, Chief spectrum of traditional and digital paid media channels, including mobile, phone,
Technology Officer postal mail, email, addressable TV, digital video and SMS. cR can be deployed
across owned channels to target and identify individuals interacting with email,
Peter Randazzo, Global Chief call centers, push notifications via SMS or app, as well as personalization on
Technology Officer dynamic websites.
Insights and measurement: M1 intakes person-level exposure data for ads
delivered within Publisher Addressable Market (PAM), Merkle’s ecosystem of
premium publishers. The returned IDs are the publishers’ person-based IDs such
as hashed email addresses. M1 also intakes IDs of exposed audiences across
programmatic media partners enabled by cR. Offers closed-loop measurement
based on real person exposure, as well as exposure to cookies and device-based
targeted campaigns.
Other use cases that can be broadly defined under measurement include
lookalike modeling, cluster analysis, customer journey analytics and attribution.
• Offers enterprise clients both a SaaS and cloud-installed identity resolution solution.
The cloud environment can be deployed within a company’s existing VPN or hosted
by Merkle’s cloud-agnostic environment.
Data onboarding
• Offers onboarding to large media partners such as Adobe, Facebook, Google,
Twitter, Snapchat, Pinterest and Amazon.
• Includes several APIs such as personally identifiable information- (PII) based, Merkle
ID-based, and device/cookie-based to support various identity levels.
• M1 match algorithms are standardized based on the type of onboarding API being
applied. Custom matching to Merkle’s master identity can be accomplished through
the cR engine.
• The M1 user interface provides data onboarding match rates and other ingestion
statistics.
• PII-based identity resolution processes provide a match confidence score.

Vendor profiles
• The M1 person ID (maintained by cR) audience, group those clusters into
provides a persistent identity. segments, and understand what makes
The M1ID population is estimated each segment unique.
Merkle at 280 million individuals and 130 • Merkle uses a tool called Photon for
7001 Columbia Gateway Dr. million households. batch modeling at scale using Apache
Columbia, MD 21046 Spark. (Used by Merkle data scientists
(T) 443-542-4000 Identity graph for customized client work outside of
www.merkleinc.com M1.)
• The M1ID population represents the
current marketable adult population Third-party software integration
by processing several years of granular
history among dozens of referential • M1 supports dozens of direct data
data sources and partners. streaming connections via RESTful
Groups identifiers, cookies, devices APIs and pre-built partner and client
and channel IDs belonging to an connectors to the major adtech and
individual and is used to facilitate martech platforms, including LiveRamp,
matching, audience injection and Oracle, Google, Facebook, Adobe,
measurement. AppNexus and ATS.
cR also offers this capability • Reaches an additional 600-plus
to clients in custom customer platforms via onboarding partnerships.
database builds and associated
identity graphs. Pricing and support
• The M1ID population is enhanced by
data from DataSource, a PII-based data • Pricing based on selected components
product that contains thousands of and configuration aligned to specific
data attributes, including demographic, client needs.
socio-economic, financial, auto, home, Identity, data and onboarding
purchase and lifestyle. Core attributes services follow a volume-based
are available by default and premium model.
attributes from partners are available The M1 Explorer UI and M1
for use at an extra cost. Analytics platform follow an annual
license fee model.
Privacy compliance • Average annual customer spend ranges
from five to seven figures.
• GDPR compliant. • No free trails available.
• Participates in the Digital Advertising • Annual contracts are required.
Alliance’s (DAA) AdChoices program as • Onboarding time and process varies
well as IAB and DMA. based on selected components and
• Clients maintain ownership of their required customizations. Core identity
data. resolution services are typically
delivered in two weeks. Additional
Analytics data and analytic services require
additional configuration ranging from
• M1 and cR allow for a flexible two to twelve weeks, depending on
application of customer profiles and complexity.
preferences that synchronize with third- • Provides a range of tiered support
party dynamic ads and/or site serving starting with basic operational support
platforms. through a fully outsourced partnership
• M1 has a built-in machine learning- model.
based lookalike modeling capability. • Add-on strategic business and/or
• M1 has a clustering tool to find technology consulting, analytic services
segments within an audience, and and media services available.
discover how many clusters exist in that

Vendor profiles
Target customer
• B2B and B2C SMBs to global enterprises in a range of industries, including
Oracle Data Cloud automotive, consumer packaged goods (CPG), financial services, media &
500 Oracle Parkway entertainment, retail, high-tech, telecommunications and travel.
Redwood Shores, CA 94065
(T) 650-506-7000 Company overview
https://www.oracle.com/
applications/customer- • Oracle was founded in 1977 and is publicly traded (NYSE: ORCL).
experience/data-cloud/ • 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).
Key customers Crosswise: Data science-driven X-device ID graph (April 2016).
Does not disclose. Moat: Impression quality measurement (April 2017).
Grapeshot: Context-based audience and measurement (April 2018).
• Oracle has offices in 175 countries.
Key executives
Eric Roza, GM & SVP, Oracle Product overview
Data Cloud
• Oracle Data Cloud provides the data and tools needed for every stage of the
Jonah Goodhart, SVP, Oracle marketing journey, from audience planning to pre-bid brand safety, contextual
Data Cloud relevance, viewability confirmation, fraud protection and ROI measurement. Includes
Kurt Kratchman, GVP, Product audience, context and measurement solutions that extend across the top media
Development & International, platforms and a global footprint of more than 100 countries.
Oracle Data Cloud • Includes B2B data at scale with 2 billion-plus user profiles comprising general
Joe Kyriakoza, GVP, Brand firmographic and demographic data, as well as unique offerings such as account-
Partnerships, Oracle Data Cloud 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%.

Vendor profiles
• Confidence scoring is provided. connected to both a person and
• Persistent ID is provided. household such as demographic,
psychographic, sociographic, visitation
Oracle Data Cloud Identity graph behavior, purchases, online behavioral
500 Oracle Parkway and contextual, and TV viewership.
Redwood Shores, CA 94065 • Oracle Data Cloud can connect
(T) 650-506-7000 customer data with any of its 1,500 Privacy compliance
https://www.oracle.com/ data providers and 200 media partners
applications/customer- through the Oracle ID Graph. • GDPR compliant.
experience/data-cloud/ • The majority of identity referential
data is owned and operated data that Analytics
comes from real purchases provided
into Oracle Data Cloud’s Data CooP by • Oracle Data Cloud’s Grapeshot
retail and consumer packaged goods processes the text of the page to
(CPG) partners. understand how ads can be integrated
• Oracle Data Cloud licenses identity to be relevant to the specific content of
data from external partners for specific the website a user is visiting.
linkage data sets which tie back to • Utilizes natural language processing
owned and operated referential data to (NLP) to understand specific website
expand reach and quality. content itself.
• All internally and externally sourced • For identity based ad targeting, Oracle
identity data is run through a rigorous Data Cloud uses verified purchase data
data science process to produce to train a machine to understand the
scientifically qualified links and Oracle patterns of consumer behavior leading
Data Cloud on average throws out two up to a specific purchase. This allows
out of every three links (deterministic) Oracle Data Cloud to create models
for being low quality in the qualification unique to every consumer about which
process. advertising campaigns would be most
• US-based data available: relevant to their interests.
Covers 220 million people in 115
million households. Third-party software integration
580 million cookies (125 million
people). • The Oracle DMP has 200-plus direct
480 million MAIDs (110 million). server-to-server integrations to partners
650 million emails (180 million like AppNexus, MediaMath, Amobee,
people). Google, The Trade Desk, Oath, Twitter,
260 million telephone numbers iSPotTV, FreeWheel and more.
(135 million people). Offers flexibility with several
4.5 million TVs (4.1 million scalable means of data transfer,
households) including an API, real-time transfer
• The core ID Graph offers identity and a batch feed that can be
data that includes: people (names), securely sent to DMP users.
households (addresses), emails • Includes Oracle Data Cloud’s third-
(business and consumer), telephone party data marketplace with Oracle’s
numbers (mobile, home), mobile owned-and-operated data set as well
advertising IDs (MAID/IDFA), CTV/ as 80 non-Oracle data providers (e.g.,
OTT IDs, cookies and IP address (IOT Acxiom, IRI, Experian, etc.) for a total
connectivity). of 50,000-plus data categories, and
• Linkages aside from CTV/IOT are unlimited opportunities for custom
modeled for quality to produce segments.
scientifically qualified links at an The full marketplace spans 6 billion
individual (person) level. T global IDs, covering intent, past
• Offers a variety of data that can be purchase, interest, persona, event-

Vendor profiles
based, demographic, lifestyle, granular offline and purchase
B2B and television audiences. All data assets (from Datalogix) not
third-party data is pre-loaded into available in other platforms for
Oracle Data Cloud the DMP, deduped across data modeling - to build best-in-class
500 Oracle Parkway providers, and lives in an ID space models.
Redwood Shores, CA 94065 that is unified with DMP users’ first-
(T) 650-506-7000 party data for modeling, content Pricing and support
https://www.oracle.com/ strategy, targeting and activation.
applications/customer- In addition, one of the key 3rd • Pricing information not disclosed.
experience/data-cloud/ party data assets is the embedded • Online support available through the
Oracle Modeling 360 capability, Oracle Data Hotline.
allowing DMP users to leverage
proprietary Oracle data - including

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.
Signal Company overview

222 N. LaSalle St., Suite 1600
Chicago, IL 60601
• 100-plus employees.
(T) 312-566-4300
• Raised a total of $81.5M; including a $30M Series E round in June 2016.
www.signal.co
• Additional offices in London, Tokyo and Sydney.

• Signal’s Customer Identity Platform continuously reconciles disparate data sets and
ASOS
delivers, in real time, 1-to-1 addressability, 360-degree customer views and person-
Electronic Arts
level insights to help clients move at the pace of their customers.
Sky Betting & Gaming
Onboarding: Aligns known users to devices by connecting a brand’s first-party
Key executives 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
Mike Sands, CEO
deterministic identity network. Continuously recognizing customers enables
Jay Stocki, COO real-time media activation (or suppression) and allows brands to address their
Joe Doran, EVP/Chief Identity audiences on a 1:1 basis, reducing ad waste while delivering in-the-moment
Officer marketing.
Jason Yanowitz, EVP/Chief On-site Identity Resolution: Aligns known devices to users, enabling marketers to
Technology Officer 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
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.
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.

Vendor profiles
Individual-level IDs. platforms) of audiences in real-time
• Uses only deterministic matching of so that audiences can be tailored
customers across channels and online according to client reach and budget
interactions. goals.
Partnerships with leading
Signal probabilistic solutions, but that Third-party software integration
222 N. LaSalle St., Suite 1600 data is only useable as part of
audience syndication and will not • Includes pre-built connections to
Chicago, IL 60601
live as a part of the client’s first- adtech and martech platforms for
(T) 312-566-4300
party graph. marketing campaign activation,
www.signal.co
including: Adobe, Amobee, AppNexus,
Privacy compliance Facebook, Flashtalking, Instagram,
Google Ads, Google Ad Manager,
• GDPR compliant. MediaMath, Mparticle, Quantcast,
• Network Advertising Initiative (NAI) Salesforce DMP, SnapChat, Spongecell,
and Internet Advertising Bureau (IAB) The Trade Desk, TubeMogul,
membership. Videology, Turn, Twitter and Xandr.
• A registered vendor and active • Collects data from thousands of sites
participant in the IAB EU Transparency via tag and from data partners, and
and Consent Framework. is able to send data to demand side
• Brands maintain ownership over all platforms (DSPs), data management
aspects of their strategic data asset. platforms (DMPs) and social media
platform destinations.
Analytics
Pricing and support
• Audience Planning and “preview”
features enable clients to make • Subscription fees based on number of
decisions about what customers to records and activation endpoints.
include or exclude from an audience’s • Average customer spend not disclosed.
segment, and which activation • Annual contract required.
platforms to push segments to • Proofs of concept possible.
by providing reach metrics across • New clients can take less than a week
platforms as segment rules are to get started with basic onboarding
adjusted. and activation. Implementation may
• Automates the recognition of take longer for more complex identity
authenticated and unauthenticated resolution solution packages.
web visitors and pushes profile • Clients receive a Customer Success
attribute information into the client’s Manager and access to a customer
testing/personalization platform of support team.
choice, where rules can be leveraged • Add-on support and data management
to automate the display of different services include custom endpoint
content to different users. integrations, ID expansion and custom
• Audience Planning tool allows clients reports.
to leverage the “preview” feature
to predict size and reach metrics
(addressability across all activation

Vendor profiles
Target customer
• B2C enterprise brands in the retail, travel & hospitality, and financial services verticals.
SmarterHQ
9102 N. Meridian St., Suite 415 Company overview
Indianapolis, IN 46260
www.SmarterHQ.com • Founded in 2010.
• Raised a total of $38.5M in three funding rounds.
• Additional office in Austin, TX.
Key customers
Product overview
Bloomingdale’s
Finish Line • Behavioral marketing platform enabling highly personalized, cross-channel customer
Hilton experiences.
Omni Hotels & Resorts • Designed to allow marketers to increase revenue and relationships over time by
QVC simplifying and elevating their ability to:
Santander Bank Collect, unify, and activate real-time, multichannel data.
Identify audiences quickly and easily based on customer behavior (web, offline,
Key executives app) and profile information (loyalty, persona, CRM).
Automate personalized content across online and outbound channels.
Michael Osborne, President & • Primary marketing use cases focus on:
CEO Identity resolution: Automatically connects a customer’s engagement across
Dean Abbott, Co-Founder & multiple devices, channels and email addresses so brands can recognize
Chief Data Scientist individual behaviors regardless of touchpoint.
Web, email, display and mobile personalization: Using historical behaviors and
Kristen Hamerstadt, VP,
machine learning, the platform automates real-time, dynamic messaging that
Marketing
grows smarter over time to drive customer engagement.
Craig Sturgis, VP, Product 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
• 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.
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.

Vendor profiles
• Pricing is based upon a combination
• SOC 2 Type II compliant. of data volume, number of disparate
SmarterHQ • GDPR compliant. incoming data sources and number of
9102 N. Meridian St., Suite 415 • Brands maintain ownership of their outgoing communication channels.
Indianapolis, IN 46260 customer data. • Average annual customer spend not
www.SmarterHQ.com disclosed.
Analytics • No free trials.
• Annual contracts required.
• AI technology enables real-time • Services packages offered based on
customer segmentation in any channel client need and desired support.
and provides real-time interaction • Users supply a product data feed and
management, sending messages based add SmarterHQ Base Script to their
on unique customer behaviors. website for tracking. Customers also
• Machine-learning algorithms create provide API-level access to their ESP.
individualized sets of recommendations • All customers are assigned a dedicated
based on a customer’s unique actions Project Manager and Implementation
and behavioral profile in any channel. Engineer to ensure easy
• Intelligent campaign management implementation, and client training and
tools with built-in suppression and enablement is provided.
frequency capping for optimized Website includes a detailed self-
messaging. help guide to getting started.
• Predictive marketing capability enables • Client Success Directors guide ongoing
users to anticipate customer needs with 1-to-1 support, success and strategy.
prescribed content. Campaign Services team builds and
tests experiences to ensure they run
Third-party software integration smoothly.
• 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.

Vendor profiles
Target customer
• B2B enterprises in all verticals.
Tapad
Company overview
551 Fifth Ave.
New York, NY 10176 • Founded in 2010.
(T) 646-561-6500 • Over 100 employees.
www.Tapad.com • 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.
Key customers • Additional office locations in Chicago, London, Oslo, Singapore and Tokyo.
Adobe Product overview

Amobee (Turn)
DataXu • Global marketing technology company focused on digital identity resolution
Nielsen solutions.
The Trade Desk • The Tapad Graph™ and related solutions, provide a privacy-safe approach to
T-Mobile connecting device identifiers to brand and marketer data, allowing for enhanced
marketing campaign measurement, attribution, reach and ROI.
Key executives • Primary marketing use cases focus on audience extension, retargeting, attribution,
personalization, measurement and analytics, cross-device pathing, creative
Sigvart Voss Eriksen, CEO sequencing and lookalike modeling.
Mark Connon, COO Offering includes identity resolution, persona and lookalike audience model
development, customer analytics and segmentation, and website and campaign
Preethy Vaidyanathan, CPO
personalization.
Ajit Thupil, SVP, Identity • 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.
• 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.

Vendor profiles
• Compliant with all relevant privacy • Flexible pricing, broken into three
regulations including GDPR and models:
Tapad ePrivacy Directive. Fixed-fee pricing model where a
551 Fifth Ave. • Belongs to self-regulatory organizations client pays an agreed-upon fixed
New York, NY 10176 such as Network Advertising Initiative amount, either by volume tiers,
(T) 646-561-6500 (NAI) and Digital Advertising Alliance regions or other agreed-upon
www.Tapad.com (DAA). structure.
• Brands maintain ownership of their Variable or usage-based pricing
data. Tapad does not store any PII in its model.
graph. Hybrid of both.
• Web-browser and mobile app opt-out • Average annual customer spend not
mechanisms available. disclosed.
• Free trials are not available but paid
Analytics pilot engagements are available when
applicable.
• Not provided. • Annual or multi-year agreements are
required.
Third-party software integration • Onboarding/integration is a four-to-six
week process generally consisting of
• Platform includes pre-built connections setting up an ID sync, partnership kick-
to adtech (i.e., DSPs) platforms such off meeting, goal and cadence setting
as Centro, Flashtalking, Sizmek and and scheduled support calls.
The Trade Desk; and martech (i.e., • Clients receive a dedicated Customer
CRMs, DMPs) platforms for marketing Success Manager, Platform Solutions
campaign activation including Adobe Manager and Sales Rep to guide them
Audience Manager. through the integration and go-to-
• Partner ecosystem also includes market processes. Customer Success
brands, publishers and other platforms will also set up regular status calls,
including Sojern, Signal and Throtle to trainings, quarterly and annual reviews.
boost amplification. • Strategic, professional services
and premium support are available
as scoped and included in client
agreements.

Vendor profiles
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.
Throtle
141 W. Front St., Suite 410 Company overview
Red Bank, NJ 07701
(T) 732-268-1729
https://throtle.io
• 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,
Key customers identity resolution and closed-loop enablement.
24 Hour Fitness • Data-centric onboarding approach includes a proprietary consumer identity graph,
Adobe the Throtle Individual Truth Set, as the foundation for all matching.
Citgo • Primary marketing use cases focus on:
McDonalds Data onboarding: Users can accurately reach prospects and customers online,
Oppenheimer across multiple screens and devices.
TransUnion Identity resolution and authentication: Provides customer insights and
segmentation for individualized and personalized marketing, as well as website
personalization and retargeting.
Key executives Persona and lookalike audience model development: Users can identify
Paul Chachko, CEO descriptive traits and segments of overall customer base, ideal customer or
campaign respondents to help inform acquisition strategies or creative briefs.
Dave Wirsching, CTO Customer analytics and segmentation: Enables users to attribute all of a
Kathy Bachmann, COO consumer’s behaviors to the right individual, even when they have interacted with
Jose Fernandez, VP, Engineering 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
• 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.

Vendor profiles
• Owns its graph referential data and • Builds lookalike audiences derived from
supplements it through dozens of the activities and profiles of responsive or
licenses with additional data providers. non-responsive audiences which are then
• The Throtle Individual Truth Set is used for additional media exposure.
Throtle
a holistic identity graph containing • Includes a recommendation engine:
141 W. Front St., Suite 410
names, addresses (email and physical), Recommends customers/audiences
Red Bank, NJ 07701
phone numbers (mobile and landline), that mimic a brand’s best customers.
(T) 732-268-1729
social handles, etc. tied to cookies and • Throtle’s automated data modeling and
https://throtle.io
mobile device IDs. Persistent individual profiling platform allows marketers to
IDs are maintained, with household roll- understand who their audiences are,
ups available. which is used in audience decisioning
Elements are updated daily, weekly, and audience activation.
monthly and quarterly. Additional
data enhancement and hygiene Third-party software integration
can be included from over 100-
plus demographic, lifestyle and • Integrates with 40-plus platforms, with
behavioral elements. access to major adtech and martech
• All deterministic data represented in destinations either directly or through
the core ID graph is individual-level partners.
data. When Throtle matches to a Examples include: Adobe, The
client’s CRM file or data set, it matches Trade Desk, AppNexus, mParticle,
deterministically only. Eyeota.
For probabilistic matching, Throtle Provides direct server integrations
can profile the client’s selected seed with its platforms for the syncing
data to build lookalike audiences that and distribution of data into client’s
closely resemble the existing profiles platforms for media activation.
of the consumers or data provided. • Offers 10-plus custom-built APIs into
• All data is scored on an index of 10 many of its platform partners.
that represents the strength of the
deterministic match. Pricing and support
Privacy compliance • Flat fee pricing depends on the specific

use case.
• Throtle only handles US-based data • Current annual recurring revenue is
and therefore only works with clients on $140K/client.
their US-based data. • Complimentary match rate offered as
• Clients maintain data ownership. free trial.
Throtle will use a client’s CRM data only • Annual contract is usually required.
to provide the services agreed upon, However, depending on the specific
and for purposes that are compatible use case, custom pricing solutions can
with providing those services. be offered.
Throtle does not share, co-mingle • Typical time for onboarding is around
or mine client data for marketing or three to five business days, depending
advertising. on Throtle having everything needed to
• Opt-out requests are processed via process the data.
a link on the privacy policy page. • Each client is assigned a Customer
Accepts weekly opt outs from Success Manager that is available for
mobile advertising ID (MAID/device questions, help and any additional
ID) and email source partners, and assistance needed.
universal opt-out mechanisms via the
Digital Advertising Alliance’s (DAA’s)
AppChoices program.

Vendor profiles
Target customer
• B2C enterprises in the retail, restaurant, grocery, consumer packaged goods (CPG),
financial services, automotive, telecommunications and healthcare verticals.
Valassis Digital
3020 Carrington Mill Blvd., Company overview
Suite 300
Morrisville, NC 27560 • Parent company Valassis, provider of intelligent media delivery solutions, was
(T) 800-916-9960 founded in 1970.
http://www.valassisdigital.com/ • 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.

Not disclosed. • Valassis Digital operates as a managed service provider that uses a closed-loop,
intent engine to manage client advertising campaigns from start to finish.
Key executives • The Valassis Intent Engine™ consists of a consumer graph, data management
platform (DMP), demand-side platform (DSP), artificial intelligence (AI) and
Dan Singleton, CEO, Valassis measurement.
Cali Tran, President, Valassis • The intent engine is fueled by the Valassis Consumer Graph™ and its proprietary
consumer intent and location data.
Jay Webster, SVP, Product and
• Primary marketing use cases focus on identity resolution, data onboarding, persona
Engineering, Valassis Digital
and lookalike audience modeling, and insights and measurement.
Michelle Engle, SVP, Product and • Valassis Digital uses its graph to onboard and match customer lists, select the
Marketing, Valassis Digital 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.
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.

Vendor profiles
• The Valassis Consumer Graph analyzes channel activation.
110 billion daily intent signals and 33 Measurement and reporting are
billion daily location signals across provided for these engagements,
1.4 billion devices, as well as 2 billion which may include audience
Valassis Digital offline coupon redemptions. insights, foot traffic impact or sales
3020 Carrington Mill Blvd., • Valassis Digital reaches 100 million impact studies.
Suite 300 households across devices, which are
Morrisville, NC 27560 authenticated to the Valassis household Third-party software integration
(T) 800-916-9960 mailing file to accurately map
http://www.valassisdigital.com/ individuals to their homes and engage • Pre-built martech integrations with
the same consumer intelligently across LiveRamp, Oracle and Adobe, and
print and digital channels. can make programmatic audience
• The Valassis Consumer Graph segments available through 65
anonymously connects data and connected DSPs and trade desks.
devices via multiple identifiers, Includes third-party integrations
including device ID, cookies, IP address for ad serving and viewability,
and lat/long coordinates. including IAS, DoubleVerify,
Valassis Digital proprietary data DoubleClick, Moat and ComScore.
includes interest, in market,
demographics, store visit and Pricing and support
coupon redemptions.
Valassis Digital applies third-party • Pricing based on incremental premium
purchase and behavioral data to cost per thousand (CPM) impressions
enhance vertical targeting for CPG, with CRM list targeting as part of a
retail, automotive, healthcare and media buy.
financial. Minimum $50K quarterly campaign
• Third-party data sources include IRI, spend.
Yodlee, Crossix, IQVIA Health, US • Free trials are not available.
Census and Gadberry. • Annual contracts are not required.
• SLA for onboarding client-provided
Privacy compliance data is five business days upon receipt
of the data.
• SOC II compliant. Client uploads data via a secure
• Participates in the Digital Advertising FTP site.
Alliance’s (DAA) AdChoices program • Dedicated account management
and Self-Regulatory Principles. team works directly with clients on
• Consumers can opt-out of interest- transfer of customer data, campaign
based advertising, including the set-up, execution and post-campaign
tracking and categorization of their measurement.
behavior. • No add-on services are available.
• Brands maintain ownership of their
customer data.
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-

Resources
Websites
Datadelta.com
www.marketingland.com
www.martechtoday.com
www.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.

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

A M A R T ECH TO DAY RE SE A RCH REPOR T

Know your consumers like never before with

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Scope and methodology

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DATA-DRIVEN, TECHNOLOGY-ENABLED PERFORMANCE MARKETING

Enterprise identity resolution platform In today’s

In today’s competitive environment, it is essential that brand marketers understand which

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

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Development of audience insights for

Email personalization 44%

Offline-to-online targeting 25%

Location-based targeting 24%

Paid media personalization 21%

Data management and governance pose challenges

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Marketers must also be vigilant about balancing identity resolution initiatives

M&A heats up in crowded vendor market August 2018

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Enterprise identity resolution platform Identity resolution

• Match confidence scoring;

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Privacy compliance and data ownership

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Third-party software integration

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

Infutor 4 4 4 4 4 4 4 DPPA, FCRA, 8 4

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Choosing an enterprise identity Connecting

• More seamless customer experiences. Automated identity resolution allows marketers

• Stronger privacy governance, risk and compliance (GRC). Effective identity resolution

Enterprise identity resolution platform pricing

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Recommended steps to making an Understanding

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Step Two: Identify and contact appropriate vendors

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Step Three: Scheduling the demo

• How easy is the platform to use?

Questions to ask each vendor include:

4 Do you own or license your referential identity data?

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Step Four: Check references, negotiate a contract Before deciding on a

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

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Acxiom Company overview

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Third-party software integration

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Key customers Product overview

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Does not disclose. Product overview

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