Where does the Audience Data come from?

Premium Data Partners

We are pleased to partner with premium data partners to provide the industry's most frequently updated voter records and modeled data from L2 Political Data and Tunnl.

Between these two premium partners we are able to offer hundreds of unique segments that reach the full breadth of 200million+ voters and 240million+ consumers across the United States.

30+ Additional Trusted Data Partners

The digital advertising industry as a whole relies heavily on relationships with trusted data partners to ensure accurate deliverability. These data partners work constantly in the background to identify those that match your target audience parameters. Data partners use aggregated and PII-compliant methods to create 'identity device graphs' — in essence linking an individual to all the different devices they use regularly over the course of their day. This could include a person’s computer at work, their laptop at home, a tablet, smartphone, smart TV, etc.

These device graphs are built using a combination of 'deterministic' data (i.e. from logged-in data, such as when you are logged into Google, Facebook or other platforms), and 'probabilistic' data (which looks more broadly at devices connected to a common household IP-address and uses advanced modeling to make assumptions about which device belongs to which household member based on consumer purchase data, site tracking / channel watching activity, and other similar data points. Across these probabilistic and deterministic data sets, our trusted data partners typically provide a match accuracy of up to 80%.

We work with over 30+ trusted data partners and are constantly evaluating each partner's data accuracy to ensure our clients have the best possible results with their digital advertising investment. These data partners span many verticals including consumer data, purchase behavior data, credit bureau data, voter file data, and donor data to name a few. Our proprietary custom segments found in our audience builder blend the best of these data sources to create reliable audiences that regularly outperform key performance indicators in the digital advertising sector.

Here are just a few of our additional Trusted Data Partners:

1-1 Matched Audiences

We have continuously upgraded our matching ability, now utilizing multiple on-boarders (LiveRamp, Tunnl, L2 and Experian) and a 53-point data processing method to ensure your custom audiences have as high of a match rate as possible (our match rates often exceed 90% -- noticeably higher than the industry average of 50-60%). We utilize an identity graph model to ensure your audience will run across all relevant devices, rather than just a single desktop or mobile or CTV ID.