Identity resolution data

Identity resolution data links the different identifiers that belong to the same person or household: hashed emails, device and advertising IDs, cookies, postal addresses and customer IDs. Marketing and measurement teams use it to unify customer records, reach audiences across channels, measure campaigns and support fraud checks.

Typical fields:

• Hashed email, commonly SHA-256 of a normalized address
• Mobile advertising ID or other device identifiers
• Household ID and postal address key
• Link type and confidence score
• First and last observed dates
• Consent and opt-out flags
• Country of collection

Sources and collection

Identity graphs are built from deterministic links, such as a login connecting an email to a device, and probabilistic links inferred from shared signals. Data comes from publishers, apps, loyalty programs and other partners who collected it with notice and, where required, consent. Browser and mobile platform privacy changes have limited many identifiers, pushing the industry toward authenticated, consent-based data.

Delivery and pricing

Usually delivered through clean rooms, onboarding services or match APIs rather than raw file transfers, so neither side exposes its customer list. Pricing tends to be annual licences or fees per matched record or activation.

Privacy

Hashed identifiers are still personal data under the GDPR and similar laws, because they can be linked back to a person. Identity data needs a clear legal basis, transparency and consent where required, and opt-outs must be honored across the graph. This is general information, not legal advice.

Before you buy

• Ask for the split between deterministic and probabilistic links.
• Run a match test on your own hashed customer list.
• Check how consent and opt-outs propagate.
• Confirm country coverage and retention periods.
• Prefer clean-room delivery for sensitive matching.