Identity Graph: MAID-to-HEM & Device Resolution

MAID-to-HEM identity resolution for onboarding and measurement. Evaluate match rates, refresh cadence, and compliance. Request a matched sample.

MAID-to-HEM and cross-device resolution

The GSDSI identity graph links mobile advertising identifiers (MAIDs), hashed emails (HEMs), and CTV IDs for privacy-safe onboarding, measurement, and cross-channel activation. The backbone is the MAID feed (~200M+ US MAID→HEM linkages, 700M+ international pairs across 150+ countries), extended by the core email file, Euclidean feed, and CTV/ACR data for TV exposure joins.

Core identifiers

Typical deliveries include MAID, HEM, CTV/household IDs, IP hashes, link confidence tiers, and last_seen timestamps for decay-aware filtering.

Buyer workflows

  • CRM onboarding to DSP, CTV, and programmatic activations.
  • Cross-channel measurement (exposure → outcome) without walled gardens.
  • Suppression, dedupe, and householding in privacy-first stacks.
  • Matched-sample diligence on your own seed before production license.

Read Identity graphs 101, coverage and match-rate diligence, and device graph decay. For procurement framing see the identity resolution buying guide and pilot process.

FAQ

What is GSDSI’s identity graph?
GSDSI’s identity graph links mobile advertising IDs (MAIDs), hashed emails (HEMs), and CTV identifiers so buyers can onboard CRM audiences, stitch cross-device touchpoints, and measure across channels. The commercial backbone is the MAID feed (~200M+ US MAID→HEM linkages and 700M+ international pairs), extended by the core email file, Euclidean distance signal, and CTV/ACR feeds where TV exposure must join the same graph.
How is match rate measured?
Match rate should be measured on your own hashed seed file — CRM emails or MAID lists — broken out by geography, cohort, and confidence tier. Deck-level “average match” numbers are not a substitute for a matched-sample readout during procurement.
How often is the identity graph refreshed?
Refresh cadence is product-specific; MAID→HEM linkages are updated on a daily cadence for US programs. Buyers should request last_seen fields, decay documentation, and change-delta delivery so stale edges can be filtered in warehouse merges.
What delivery formats does GSDSI support?
Typical delivery is Parquet, CSV, or JSON via S3 or SFTP, with Snowflake secure share available on request. Activation may also flow through clean rooms, DSP onboarding pipes, or warehouse joins controlled by the buyer.
How does GSDSI handle privacy and opt-outs?
Identity products are sourced under consent-aware programs with documented permitted uses, retention boundaries, and opt-out/delete handling. Procurement should align activation and measurement use cases with the privacy policy, sourcing methodology, and any state or sector exclusions before production scale.
What is the fastest way to evaluate GSDSI identity data?
Request a matched sample against your hashed seed (10K–100K rows), measure join yield and freshness, confirm delivery path and governance terms, then move to a scoped production license. See the enterprise pilot checklist and MAID identity-graph diligence guide in resources.