{"id":6057,"date":"2024-01-04T16:56:21","date_gmt":"2024-01-04T16:56:21","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/transunion-unveils-enhanced-identity-graph-for-marketers\/"},"modified":"2024-01-04T16:56:21","modified_gmt":"2024-01-04T16:56:21","slug":"transunion-unveils-enhanced-identity-graph-for-marketers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/transunion-unveils-enhanced-identity-graph-for-marketers\/","title":{"rendered":"TransUnion unveils enhanced identity graph for marketers"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<!-- Only show on posts of more than 3 paragraphs --><\/p>\n<div class=\"bialty-container\">\n<p>TransUnion today announced the launch of a new and improved identity graph to deliver better identity resolution and demographic enrichment. TransUnion is a major consumer credit reporting agency that also offers marketing solutions under the TruAudience brand. The identity graph supports the full range of these solutions.<\/p>\n<p>The graph uses AI to cluster identifiers into individuals and households and evaluate the strength of the resulting profiles. The intention is to drive more value for marketers from the combined data assets of TransUnion and Neustar, the identity resolution vendor it acquired <a rel=\"nofollow\" href=\"https:\/\/martech.org\/transunion-will-acquire-neustar\/\">at the end of 2021<\/a>.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong>Gauging the enhancements.<\/strong> TransUnion estimates that the new graph should increase marketable phone numbers by 25% and marketable IP addresses by 54%. TransUnion also recently received high ranks for accuracy in linking hashed email addresses to physical addresses, and across key demographic and small business categories (as assessed by <a rel=\"nofollow noopener\" href=\"https:\/\/www.truthset.io\/copy-of-data-collective\" target=\"_blank\">The Truthset Data Collective<\/a>). <\/p>\n<p>The new identity graph offers the opportunity to add many new demographic attributes ranging from life events to home ownership, interests, and consumer and auto finance.<\/p>\n<p><strong>Why we care. <\/strong>Third-party cookies are on their way out of the door. Google really seems to mean it this time as it <a rel=\"nofollow\" href=\"https:\/\/martech.org\/google-has-started-phasing-out-third-party-cookies\/\">begins phasing them out<\/a> for 1% of Chrome users. That may be a small percentage but it\u2019s a lot of users. That leaves marketers and advertisers with the stark choice of abandoning any serious attempts at targeting, relying on varieties of contextual advertising, or finding alternative ways to identify audiences.<\/p>\n<p>The many competing identity resolution solutions can contribute to the latter solution but they clearly still need work. Here\u2019s an example of the work being done.<\/p>\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center has-background\" style=\"background-color:#dbdbdb\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" alt=\"2023 MarTech Career and Salary Survey.\" class=\"wp-image-388507 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-600x338.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-768x432.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-1536x864.png 1536w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1.png.webp 1920w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp?resize=800%2C450&#038;ssl=1\" alt=\"2023 MarTech Career and Salary Survey.\" class=\"wp-image-388507 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-800x450.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-600x338.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-768x432.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1-1536x864.png 1536w,https:\/\/martech.org\/wp-content\/uploads\/2023\/11\/2023-car-sal-survey-v1.png.webp 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><h3 class=\"wp-block-heading has-text-align-center\" id=\"h-take-the-martech-salary-and-career-survey\">Take the Martech Salary and Career Survey<\/h3>\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<a rel=\"nofollow noopener\" class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" aria-label=\"opens in a new tab\"><em>Add MarTech to your Google News feed.<\/em>\u00a0\u00a0\u00a0\u00a0<img data-recalc-dims=\"1\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png?resize=140%2C38&#038;ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png?resize=140%2C38&#038;ssl=1\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/a><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img data-recalc-dims=\"1\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Kim Davis\" width=\"140\" height=\"140\" src=\"https:\/\/i0.wp.com\/martech.org\/images\/authors\/KimDavis-lg.jpg?resize=140%2C140&#038;ssl=1\"\/><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/i0.wp.com\/martech.org\/images\/authors\/KimDavis-lg.jpg?resize=140%2C140&#038;ssl=1\" alt=\"Kim Davis\" width=\"140\" height=\"140\"\/>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\tKim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.<\/p>\n<p>He first wrote about marketing technology as editor of Haymarket\u2019s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.<\/p>\n<p>Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/transunion-unveils-enhanced-identity-graph-for-marketers\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TransUnion today announced the launch of a new and improved identity graph to deliver better identity resolution and demographic enrichment. TransUnion is a major consumer credit reporting agency that also offers marketing solutions under the TruAudience brand. The identity graph supports the full range of these solutions. The graph uses AI to cluster identifiers into [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6058,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>TransUnion unveils enhanced identity graph for marketers - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/transunion-unveils-enhanced-identity-graph-for-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TransUnion unveils enhanced identity graph for marketers\" \/>\n<meta property=\"og:description\" content=\"TransUnion today announced the launch of a new and improved identity graph to deliver better identity resolution and demographic enrichment. 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