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TransUnion today announced the launch of a new and improved ID graph for better ID resolution and demographic enrichment. TransUnion is a leading consumer credit reporting agency and also offers marketing solutions under the TruAudience brand. ID Graph supports the full range of these solutions.
This graph uses AI to cluster identifiers into individuals and households and evaluates the strength of the resulting profiles. The aim is to create more value for marketers from the combined data assets of TransUnion and Neustar, the identity resolution vendor it acquired in late 2021.
Evaluation of enhancements. TransUnion estimates that the new graph will increase marketable phone numbers by 25% and marketable IP addresses by 54%. TransUnion recently received high rankings for accuracy in linking hashed email addresses to physical addresses, as well as across key demographic and small business categories, as evaluated by Truthset Data Collective.
The new identity graph provides opportunities to add many new demographic attributes, from life events to homeownership, interests, and consumer and auto finance.
why do we care? Third-party cookies are becoming obsolete. Google seems serious this time, as it will begin phasing out Chrome for 1% of its users. The percentage may be small, but there are a lot of users. This leaves marketers and advertisers with a tough choice: abandon full-fledged targeting efforts, rely on a variety of contextual ads, or find other ways to identify audiences. .
Many competing identity resolution solutions can contribute to the latter solution, but clearly more work is needed. Here is an example of the work being done.
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About the author
Kim Davis is MarTech’s editorial director. Born in London, Kim has been a New Yorker for over 20 years and started covering his software for Enterprise 10 years ago. His experience includes his SaaS for enterprises, digital advertising data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing field. He first wrote about marketing technology as an editor for Haymarket’s marketing technology website, The Hub. Later, this his website became a channel for the established Direct He marketing brand DMN. Kim joined DMN Proper in 2016 as a senior editor, became executive editor, and then editor-in-chief until January 2020. Prior to working in technology journalism, Kim was an associate editor for hyperlocal news at The New York Times. He is a member of the site “The Local: East Village” and previously worked as an editor for academic publications and a music journalist. He has written reviews of hundreds of New York restaurants on his personal blog and is an occasional guest contributor to Eater.
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