TransUnion launches enhanced identity graph for marketing

CHICAGO, Jan. 4, 2024 (Globe Newswire) — TransUnion (NYSE: TRU) today announced that True Audience® Marketing solutions align with new and improved TransUnion ID graphs that provide more accurate information ID resolution and strong demographic affluence. This is a significant step forward in the integration of Neustar and TransUnion’s marketing businesses and will benefit clients who use our products across our portfolio.

TransUnion’s Identity Graph serves as a single backbone for a suite of interoperable identity-driven marketing products. TransUnion’s unique approach to graph construction incorporates advanced artificial intelligence (AI) to cluster identifiers into individuals and households and score the strength of their identity. This methodology drives increased scale and accuracy from TransUnion and Neustar’s combined data assets, leading to better recommendations.

The result is significantly greater depth, breadth, and accuracy of consumer data across the offline and online customer journey. With this enhancement, a customer can see over 25% more phone numbers available for sale on the market and over 54% more targeted IP addresses for him.

“As a leading Spanish-language media company, our identity solution must balance the size of our audience while knowing exactly how they can engage with us. The ID resolution process has been optimized for both scale and accuracy, allowing us to deliver better and more effective reach on the TelevisaUnivision household graph.” We are excited to build the future of addressability with our partners.”

Improved demographic data completes the complete picture of consumers provided by the TransUnion ID graph. To demonstrate the power of this data, TransUnion recently joined the Truthset Data Collective, a collaborative group of more than 20 leading data providers. TransUnion received top rankings for accuracy in linking hashed email addresses to physical addresses across 11 key demographic and small business categories. Hundreds of new attributes are now available, from life events to homeownership, interests, and consumer and auto finance.

The suite of TruAudience marketing solutions powered by the TransUnion ID graph includes:

• ID resolution: Clients will be able to dedupe and consolidate customer records by resolving identities across channels and devices to a single person or household.
• Add ID: Expand your reach, improve connectivity, and enable deeper engagement opportunities by updating and integrating new, valid customer contact information.
• Add attributes: Power consumer insights with extensive demographic data to enhance audience insights and segmentation while enabling precise targeting across marketing channels.
• Graph excerpt: Efficiently build and maintain first-party identity graphs to power applications ranging from media monetization to identifying and reaching new leads based on specific data attributes and consumer insights.
• ID translation: Improve interoperability with partners by transforming identities for addressable activation and measurement.

Marketers can also access the TransUnion ID solution through the Snowflake native app. This enables customers to leverage identity resolution in the cloud and enhance collaboration with partners to better protect and manage consumer data assets.

“TransUnion has innovated with Snowflake to alleviate security, privacy and governance concerns for our customers using Snowflake,” said Bill Stratton, Global Head of Media, Entertainment and Advertising at Snowflake. . “Together, we will unlock new paradigms of privacy-first consumer insights and interoperability with partners by combining his TransUnion’s Identity Graph with Snowflake Media Data Cloud and Data Clean Room technologies. I’m looking forward to it.”

Identity graph metrics demonstrate the impact of integration

A key performance metric in the TransUnion ID graph shows the impact of enhancements on scale. Meanwhile, TransUnion remains focused on achieving high levels of accuracy and providing transparency to its customers through the publication of linkage scores. Truthset enhances accuracy performance by validating graphs and using them in high-confidence use cases where accuracy is important, such as marketing measurement, fraud, and compliance.

TransUnion’s identity graph enhancements have resulted in significant coverage improvements, including:

• Today, our data covers 98% of the U.S. adult population, including more than 125 million households and 250 million adults, with a retention rate of 99.5%.
• Active and addable phone numbers and emails increased by 25% and 22%, respectively. The total number of phones used for matching now stands at 1.9 billion, with 1 billion mobile devices included as the core of the identity graph, and more than 1.6 billion U.S. electronic devices ranked by quality and deliverability. Combined email address.
• IP addresses associated with households increased by 54%, bringing the total to 111 million IPs and over 1 billion device IDs associated with U.S. households.
• Demographic attributes have grown to over 700, accumulating a vast repository of 15,000 consumer trends and behaviors.

“Our Identity Graph enhancements will help businesses navigate a privacy-first marketing environment with confidence. We do this by integrating online and offline consumer data through our AI process,” said Michael Schoen, EVP and Head of TruAudience Marketing Solutions at TransUnion. “This approach ultimately ensures higher scalability and accuracy.”

TransUnion’s marketing solutions business is True Audience®transforms marketing and media effectiveness with an integrated set of identity resolution and enrichment, consumer insights, audience activation, marketing mix modeling, and attribution solutions for brands, agencies, publishers, and technology providers. Masu. Learn more about.

About TransUnion (NYSE:TRU)
TransUnion is a global information and insights company with more than 13,000 employees with operations in more than 30 countries. We enable trust by ensuring that each individual is present in the market. We do this with each person’s Tru™ photo: a meticulously curated, practical view of the consumer. Through acquisitions and investments in technology, we have developed innovative solutions that extend beyond our strong core foundation of trust into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can trade with confidence and achieve great results. We call it Information for Good®, and it brings economic opportunity, great experiences, and personal empowerment to millions of people around the world.