The AbiliTec Identity Graph
Learn about the AbiliTec Identity Graph, how it's used by the AbiliTec API, and how it's updated.
The AbiliTec Identity Graph is a vast, multi-sourced historical identity graph containing over 40 years of consumer contact information from over 150 data sources, including over 4.5 billion name and postal records, over 1.1 billion email addresses, and over 600 million phone numbers.
How We Decide When to Include New Data
Before a new data source is added to the identity graph, LiveRamp carefully vets the source to ensure compliance, quality, reliability, contribution value, and sustainability of the data. Additionally, LiveRamp continuously monitors existing sources to ensure the quality of those sources.
In order to ensure the highest accuracy and quality, the identity graph algorithms that determine whether source data reaches the necessary threshold for inclusion are continually updated and benchmark tested. Data thresholds must be achieved, and strict quality and compliance audits are conducted on a regular basis.
Associating Data with AbiliTec IDs
After we cleanse the data and once we ensure that it meets the threshold for identifying a person, we associate those touch points with an AbiliTec ConsumerLink. For data relating to just an address, we associate that data to an AddressLink. Once we have information on individuals who show a persistent relationship and that information reaches the necessary threshold, those individuals are associated with a HouseholdLink.
As new information comes into the identity graph, the graph is updated in monthly releases.
The AbiliTec Identity Graph is non-discoverable, meaning the data stored within it has been obfuscated and is not retrievable by any client, third party, or any LiveRamp associate who is not directly involved in its development or support. It is only used for analysis to create and maintain AbiliTec IDs.
Updated about 2 years ago