Every audience Prime Signal builds, every signal it acts on, and every match it delivers is backed by a deterministic identity graph with continuous verification. Here is exactly how it works and why it matters.
The identity resolution industry has a dirty secret: most providers score and sell data without ever verifying it worked.
40%
Annual Data Decay
Core consumer records degrade every year. Without continuous refresh, your audience is targeting ghosts.
8.4%
True Usable Match Rate
Competitors claim 60-70% match rates. After stripping IP inflation and probabilistic guessing, it drops to single digits.
35%
Cookie Signal Decline
Cookie-based identity has dropped 35% in just two years. Providers still building on cookies are building on sand.
<0.5%
Meaningful Domains
Out of billions of weekly intent signals from competitors, less than half a percent of domains produce signals that actually mean anything.
When a single visitor arrives from a Starbucks, airport, or coworking space, IP-based tools match every person on that network (50 to 100 people) to that one visit event. The result: inflated match rates that look impressive on a pitch deck but deliver near-zero precision in practice. Every IP-based provider has this problem. Most don't tell you.
One-way pipeline. No feedback. No accountability. No way to know if the score was right.
Every classification strengthens the graph. Every outcome improves precision.
From raw signal capture to campaign activation, every layer is built to eliminate noise and verify truth.
The graph starts with scale, but scale alone means nothing without verification. 308 million profiles across 65+ data dimensions, continuously validated.
Verified US consumer profiles
308M+
Data points per person
65+
UID2 hashed email mappings
8B+
Vetted domain partners
3.7M
This is the moat. The entire 308M+ record database is refreshed through NCOA every 30 days. Three-layer verification (online, offline skip-trace, and public data) maintains 70-90% verification rates. Competitors who skip this decay to 40-50% accuracy within six months.
Monthly NCOA verification investment
$250K+
Full database refresh cycle
Every 30 days
Emails verified daily
10M+
Offline skip-trace datasets
20+
Maintained database accuracy
95%+
14 million domains watched versus 750,000 for the largest competitor. 20x more coverage means signals come from specialist, high-density sources instead of generic news and publishing noise.
URLs processed per week
250B
Weekly intent signals
100B+
Domains watched
14M
Email engagement signals per day
400M+
Browser-level cookie events resolve to hashed emails (HEMs), then match against a pre-built table of HEMs, IPs, and MAIDs cross-referenced with 20+ offline skip-trace datasets. Geo Frame Resolution assigns IPs to the most recently logged household coordinates via NCOA and discards geographically implausible matches, solving the shared WiFi problem.
Resolution method
Cookie to HEM to offline graph
Geo Frame Resolution
Eliminates shared WiFi inflation
True match rate
60%+
Every hashed email is scored across 28 features in 6 groups: Recency and Velocity, Intent Domain Signals, Email Engagement, Web Behaviour, Centroid Similarity, and Cross-Feed Composites. Grade A signals require corroboration from 3+ independent sources. Grade D (generic news, low search referral) is excluded before the audience is ever delivered.
Scoring features per identity
28 across 6 groups
Grade A requirement
3+ independent sources
Grade D policy
Filtered out before delivery
Retrain cadence
Daily + weekly + monthly
This is what makes it a closed loop. Intent signals are not just scored and sold. They are validated against actual downstream conversions, engagement, and buying events. After 10 confirmed conversions, the model begins centroid similarity matching. After 50+, conversion fingerprint matching activates. Every classification strengthens the graph.
Verification signals per month
100M+
Conversion lift (verified vs generic)
3x
Minimum conversions to retrain
10
Conversion lookback window
30 days
Verified identities activate at 80%+ match rates across Meta, Google, and LinkedIn via UID2 hashed email mappings. 50,000+ pre-built audience segments ready for immediate deployment.
Ad platform match rate (UID2)
80%+
Supported channels
Meta, Google, LinkedIn, DSPs, CRMs, CDPs, direct mail
Pre-built audience segments
50,000+
Metric
Our Infrastructure
Industry Standard
Database Accuracy
95%+
40-50% (after 6 months)
True Usable Match Rate
60%+
8.4%
NCOA Refresh
Every 30 days (full DB)
Unknown / stale
Domains Watched
14M
750K
Signal Verification
Closed feedback loop
None (score and sell)
Grade D Filtering
Excluded pre-delivery
Included (inflates volume)
Shared WiFi Handling
Geo Frame Resolution
Matched as-is (inflated)
Ad Platform Match Rate
80%+ (UID2)
Varies (cookie-dependent)
Every audience Prime Signal delivers is built on deterministic identity resolution, continuous verification, and closed-loop validation. No probabilistic guessing. No inflated match rates. No data decay.