What identity resolution changes
Anonymous activity is difficult to activate. A marketing team needs a governed method for connecting relevant research behavior to a record that can be segmented, reviewed, and used in an approved channel.
The public compliance documentation describes matching anonymized signals to household records, followed by email, phone, and address validation. Matching remains probabilistic and should be evaluated with sample files and outcome data.
- Match unit: person, household, address, or device
- Delivered fields and field-level timestamps
- Phone, email, and address validation process
- Opt-out, deletion, and suppression propagation
From signal to a usable audience
A resolved record can include contact and location fields plus signal context. The delivered file should preserve enough provenance and timing information for a team to understand why the record entered the audience.
- DefineChoose the behavioral category, geography, recency window, and contact requirements that match the campaign.
- PreviewReview the available audience count before creating an export or downstream activation.
- ActivateMove the resulting audience into an approved CSV, advertising, CRM, or webhook workflow.
What a serious buyer should verify
Intent-data procurement should be evidence-led. Ask vendors to define every freshness claim, show the delivered fields, document suppression and permitted-use controls, and explain what the signal does—and does not—prove.
- Match unit: person, household, address, or device
- Delivered fields and field-level timestamps
- Phone, email, and address validation process
- Opt-out, deletion, and suppression propagation
Decision support
Frequently asked questions
Does identity resolution prove who performed the research?
Not necessarily. Resolution associates evidence with a record using available matching inputs. Buyers should ask how confidence is determined and what the match unit represents.
What fields should an enterprise buyer inspect?
Inspect contact fields, address, geography, signal category, observation or ingestion time, source class, validation status, and any confidence or provenance fields the vendor provides.
How should match quality be tested?
Use a documented sample, define valid/invalid criteria before the test, suppress known records where appropriate, and measure contactability and downstream outcomes by cohort.