These articles explain how device IDs, hashed emails and consumer files are matched and activated. They focus on match rate testing, refresh cadence and the governance questions a buyer should settle before a pilot. The identity resolution guide gives the overall evaluation framework.
Unique MAIDs, unique HEMs and linkage pairs are three different units, and none of them counts people. How to read per-country rows in a MAID-to-HEM feed, recount a delivery, and know what to ask for.
, 11 min read
A sourced comparison of eleven identity graph and MAID-to-hashed-email providers, from LiveRamp, Experian and TransUnion to BIGDBM, ID5 and GSDSI, sorted by how you get access: a platform, a licensed file, an API or an open ID.
, 12 min read
Most identity graph evaluations stall on the wrong question. Before you compare match rates, check what the graph resolves, how it was built, where it reaches, how it lands in your stack, and what each key is licensed for.
, 5 min read
UID2 starts from an email or phone number; RampID also accepts name and postal address. They are governed, built, encoded and opted out of in different ways. A guide to what each identifier is, where it is accepted, and when a buyer needs one, the other or both.
, 9 min read
A match rate quoted without its reference population, its precision, and its refresh cadence is a marketing number, not a service level. This guide covers what an identity graph SLA should specify and the contract terms that make it checkable.
, 10 min read
Deterministic and probabilistic joins are different products inside one identity graph. This guide covers false joins, missed joins, suppression leakage, and how to test both lanes on the same seed.
, 12 min read
Vendor match rates are not a unit of measure until you pin the formula, denominator, recency window, and household rule. This guide shows how to make those claims checkable.
, 12 min read
How identity graphs connect permissioned CRM email audiences with CTV activation and measurement while preserving join rules, consent boundaries, and household uncertainty.
, 9 min read
A buyer checklist for MAID/HEM identity graphs: which match-rate tests predict lift, how refresh cadence interacts with graph decay, and what compliance artifacts to demand post-FTC enforcement.
, 12 min read
Every identity graph carries an expiration date that nobody prints on the catalog sheet. The freshness math. MAID churn under ATT, HEM decay as email addresses go dormant, and the operational response: decides whether a graph earns its license fee.
, 12 min read
Identity-graph pricing looks opaque from the outside. Once you understand match-rate math, cohort decay, and the regulatory envelope MAID/HEM data has to live inside, the pricing curve stops being arbitrary and starts being predictable.
, 12 min read
A buyer's guide to email data procurement in 2026: what multi-match and single-match actually mean, how they interact with deliverability, and when to use each.
, 12 min read
A practitioner's walkthrough of how identity graphs actually work: what resolves to what, how confidence scores are built, and why household-level data matters.
, 12 min read
Mobile Ad ID data can be valuable, but not all MAID feeds are equal. Here's a due diligence checklist before you sign a data license agreement.
, 12 min read
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