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A leading CDP wanted to give its retail and ecommerce clients deterministic identity, available in Snowflake alongside the data those clients already held. FullContact supplied the identity layer and the enablement behind it, and the CDP turned it into a white label product line generating $3 million per year.
Results at a Glance
- $3 million per year new product line
- 200 million website visitors recognized per year
- 300 million HEMs and MAIDs appended per year
- 20 client accounts served
The Challenge
A customer data platform is only as useful as the profiles inside it. Its clients load first-party data, the platform unifies it, and marketers act on what results. The gap shows up with web traffic. A visitor who arrives unauthenticated cannot be attached to a known customer record, so the events they generate sit outside the profile they belong to. First-party data stays partial, and the platform’s clients act on less than they actually have.
This CDP served retail and ecommerce clients, where that gap is expensive. It wanted to close it with deterministic identity rather than probabilistic guessing, and it wanted the capability available in Snowflake so clients could use it where their data already lived.
Building that capability in house was not realistic. An identity graph is a multi-year investment in data acquisition, matching infrastructure, and privacy compliance, none of which is the core competency of a CDP.
The Approach
- Resolve and Customer Recognition. FullContact unified customer records and recognized unauthenticated web traffic, connecting anonymous site activity to known individuals.
- Media Amplification. Hashed emails and mobile advertising IDs were appended so the CDP’s clients could activate media against those recognized visitors rather than only storing them.
- Enablement for a white label product. FullContact provided training and supported content development so the CDP could take the capability to market under its own brand rather than reselling a third party.
The Results
The CDP created a new $3 million per year product line. It lets marketers reach both known and unauthenticated users on their websites, and it plugs directly into campaigns those marketers were already running.
Across 20 client accounts, the solution recognized 200 million website visitors per year and appended 300 million hashed emails and mobile advertising IDs per year, extending how far those clients could reach.
Where This Applies
This is a platform story rather than an advertiser story. CDPs, email service providers, marketing automation platforms, analytics vendors, and demand side platforms all sit on customer data that is incomplete in the same way, and all of them face the same build or buy question when a client asks for identity.
Building an identity graph is a capital project. Licensing one is a product line. The economics in this case worked because the identity layer was white labeled: the platform kept the customer relationship, the pricing, and the brand, and added revenue without adding a category of engineering it did not want to own.
The pattern is worth evaluating for any platform whose clients keep asking who their anonymous traffic is.
Next Steps
Talk to FullContact’s experts about adding identity resolution to your platform.
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