Reach Smart Digital ID Uses Identity To Help Marketers Better Target Social, Programmatic Ads

Infutor, which focuses on data-driven consumer identity management, just released ReachSmart Digital ID, which uses the brand’s data and 1 billion records to help marketers target specific consumers, such as home owners, across social and programmatic display campaigns. 

ReachSmart Digital ID, with a complete set of linked records, adds multiple email addresses and other data that marketers can use to create "digital identity markers" for targeting ads. The service can apply digital identities to the brand's own CRM data or provide marketers with lookalike or prospective audiences.

Google Match, which lets marketers use their own customer data offline and online data to reach customers across search, Shopping, Gmail and YouTube, works similarly. The difference is ReachSmart Digital ID adds up to 10 email addresses to each first-party customer and prospect record in a marketer’s CRM or CDP database.

“The email address someone uses for Pinterest might not be the same one they use for Facebook,” said Mary Jo Yafchak, vice president of data strategy at Infutor.

These digital identity markers, in theory, increase match rates and the likelihood of reaching a specific type of targeted consumers. Infutor matches information from multiple source feeds that provide identity markers against its referential database of about 1 billion records.

New data comes in daily, Yafchak said. It’s information about people who have opted into offers. “They may have asked for a coupon or get more information about an insurance offer,” she said. “Sometimes, we will get a phone number and an email address.”

The data gets normalized and validated. The data gets matched to an “identity.” “My name, for example, is Mary Jo, but everyone calls me MJ because that’s my moniker,” she said, explaining how the platform will match the moniker “MJ” to her legal name. “It’s a way to bring together all that information and alias names into one identity.”

All the collected data comes from consumers opting in to providing the information, she said. Even when Intutor works with data suppliers, the company requires contractual agreements and insurance policies to ensure the third-party company's data collection practices are on par with current laws.

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