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Identity & Identity Resolution
What is Identity Resolution?

Identity Resolution is the practice of connecting and consolidating all the identifiers of an individual that may exist on multiple platforms and devices and mapping them to one person. This allows brands to better leverage the data they already have on their customers, enabling the ability to gain unparalleled recognition and insights.

To learn more about Identity Resolution, explore our Identity Graph here.

How does Identity Resolution work?

Identity Resolution typically relies on assumptions and modeling to confirm identity. Our Identity Resolution is different, using our Person-Centered Graph™ to process data from public and private sources. We use machine learning to determine confidences on different components of a person's identity, for example letting you know how sure an individual’s email is truly theirs. This allows us to resolve identity to a person in ways that others simply cannot.

To learn more about Identity Resolution, explore our Identity Graph here.

Is Identity Resolution privacy-safe?

Identity Resolution is the key to privacy protection. Because we take the time to actually learn who someone is, we can give them complete control over what they want to share, who they want to share it with, and when they want to share it.

What is an identity graph?

An identity graph connects disparate consumer identifiers into an accurate and complete customer view.

In order to better understand a single individual, we need to understand the fragmented pieces of who they are. An identity graph is a collection of nodes and edges, where the nodes are contact fragments and the edges are the connections between them. A grouping of nodes and connected edges represents a whole person, formed in the graph.

Effective Identity Resolution and customer profile development depends on the precision, depth, and scale of the identity graph.

Discover more about how our Identity Graph works here.

How do I connect my unorganized customer data?

Identity Resolution solves the issue of fragmented, siloed, and incomplete customer information by taking all the disparate identifiers and touchpoints of an individual that may exist on multiple platforms, devices, and channels and attaching them to one person.

Learn more about how we help connect your customer data with our product Resolve.

How is the identity graph different from traditional Identity Resolution capabilities?

Where other organizations use a table of identifiers to look up identifiers enact Identity Resolution, our identity graph uses machine learning to predict patterns, ingest new information, and determine the confidence scores of linkages. The identity graph has the ability to learn and adapt in real-time, which provides you with the most up-to-date information.

By facilitating more connections across data streams, the identity graph amplifies a brand’s own data. Access to our identity graph supports a range of use cases, including enriched customer insights, expanded customer engagement, connected customer experiences, and honoring customer preferences.

How can I leverage the identity graph?

By facilitating more connections across data streams, the identity graph amplifies a brand’s own data. Access to an identity graph supports a range of use cases. These include customer insights, expanded customer engagement, connected customer experiences, and honoring customer preferences.

How should I evaluate an identity graph?

Determine how you plan to use an identity graph. Many graphs are only device-focused, ours is person-centered. Most graph providers also charge for any query. We only charge for successful identified individuals—this increases the effectiveness of our customers spend by always delivering value. Additionally, it's important to evaluate three critical components for analyzing data: Scale, Precision, and Depth. Scale measures the top line number of devices and people represented by the graph; it’s a leading indicator of activation reach, match rates, and customer profiles. Precision measures the proportion of identifiers correctly linked to the same person; it’s the starting point for evaluating linkage accuracy. Depth measures the number of identifiers per cluster, such as number of devices per person; it drives addressability across touchpoints and persistence over time. Read more about our identity graph here.

How does FullContact approach accuracy?

At FullContact, we assign a probability on each edge of our graph and adjust that probability millions of times a day as we see positive evidence or we downgraded by negative evidence. This positive and negative evidence is combined in what we call a Belief Vector. Every connection has two “scores” that indicate the positive reinforcement and negative undermining of the connection itself. We can then calibrate the belief we have in a collection of contact fragments into the representation of a real person. You can tune the confidence levels of the belief vectors to get the results you’re looking for.

Security & Privacy
What steps does FullContact take to secure personal data?

FullContact places a premium on staying at the forefront of privacy and security practices. FullContact is SOC2 Type 2, PCI, Cloud Security Alliance, and U.S.-EU/Swiss Privacy Shield compliant, and employs a GDPR (CIPP/E) certified executive as a central part of its corporate leadership. Learn more about our approach to privacy here.

Is FullContact GDPR compliant?
Is FullContact CCPA compliant?

Yes! While CCPA is an ever-evolving law, we're following it closely and going beyond what's required. Learn more about our approach to privacy here.

API & Identifiers
What inputs can you take?

We can take numerous inputs, including name/address, phone numbers, personal and/or professional emails (hashed and/or plain text), social username/ID, Mobile Ad IDs, PersonID (if you’re using Resolve), and Customer RecordID (if you’re using Resolve).

What is a match?

It’s simple. Unlike others, we only charge you when FullContact delivers value. If you request data from us, and we have something to share (a 200 Response for our technical readers) that is a match. If we don’t return data, you won’t be charged.

What is a Mobile Advertising ID?

A Mobile Advertising ID (MAID), sometimes called a mobile device ID, is a unique, anonymous hexadecimal number that iOS or Android assigns to each device to track user activity for advertising. Mobile Ad IDS from iOS are called IDFAs and those that Android assigns are AAIDs.

How do MAIDs work?

MAIDs were built for the marketing and advertising community, and are tied to an individual mobile device, which makes them precise in identifying specific people. They can be used for targeting based on demographics, usage tracking, and mobile behavioral tracking - like cookies, they tie activity back to a user. And because they are tied to an individual device, MAIDs can be used as an input for Identity Resolution.

What’s the difference between MAIDs and Cookies?

It’s not one-to-one, but you can think of a MAID as cookies for a mobile device. MAIDs are an improvement over cookies because cookies need to be constantly synced and have a short 7-day lifespan.

Can I sign-up for a free API key?

Absolutely! Sign up for a free API key to get started with 1,000 matches

Miscellaneous
What distinguishes FullContact from the competition?

We like to think we're really different from others in our industry. As a company, one of our reasons for existing is to elevate Identity Resolution into something that's even more beneficial for our customers, and humanity in general. We're people-centric in a world that is data-centered. We believe in consent and that people should own their data - not companies. FullContact also believes that we should only make money when we deliver value for our customers. We’re not just here to serve our shareholders, but our customers and the world at large. Visit our Why Us page to learn more!

Do you provide premium support?

Yes! All Premium and Enterprise-level plans include a dedicated customer success manager. Our Enterprise plans also include a dedicated account team.

Can we White Label?

For plans below the Enterprise tier, we require that you give FullContact attribution for the data used in your application.

Can you guarantee uptime?

Yes! We can guarantee uptime for Enterprise-level plans. Please contact us for details.

How long can I retain the data?

You can retain and use FullContact data as long as you are a paid FullContact customer.

How can I manage and combine online and offline customer information?

Resolve is a solution that enables our clients to attach a persistent identifier to their first-party customer and prospect records -- both online and offline. Resolve matches your inputs to individuals, then maps a persistent identifier to those individuals. The persistent identifier, or PersonID, is specific to you and your customers or prospects. Once the persistent identifier is mapped to the whole person, brands can truly understand who their customers are. In real-time, message to them consistently, measure the impact of messaging, and optimize marketing spend.

What are the benefits of resolving offline and online identities?

A persistent identifier enables you to merge and/or deduplicate datasets to provide consistent messaging and customer experiences to their prospects and customers. Improve consumers' interactions and experience with your brand. Resolving offline and online identities empowers you to treat customers like customers and prospects like people you want to be customers. You can optimize media spend by using a persistent ID across campaigns and reduce wasteful spending by merging and/or deduplicating customer datasets before activating media campaigns or enriching identities.

Still have questions?

Let’s chat! Contact us.