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The data is most likely fresher than any other audience graph on the market. We have over 10 million emails that get verified every single day. Then every three months we do an NCOA which is National Change of Address Database update. This ensures all of our addresses are up to date, that we have the latest files in terms of skip trace, that we have the best mobile numbers and anything to do with more offline data sets or anything to do with contact data sets. Then anything else in terms of behavioral data comes down to our intent feed and that’s updated every single week so there’s 250 billion URLs that we reprocess every week.

In terms of the actual cleansing of the data and how we make sure the data is accurate, we do new build outs every two weeks. We take all feedback from current clients, whether it be call centers we work with, people that have sent emails, ad results, ingest feeds coming from our DSP. Absolutely everything, we take that in and then we actually reprocess the build so it is driven by feedback, not just any kind of bias that another data company would have.

The data is compliant with regulations. TCPA really comes down to how you use the data as opposed to what the data has. In terms of how we collect the data from our partners, how we append it to cookies and hems, everything is a hundred percent compliant in terms of TCPA. That is about how you use the data in terms of whether you’re going to honor the do-not-call list and whether you’re going to continually call someone even if they’ve asked you not to.

In terms of CAN spam, that is similar to TCPA. It’s based on whether you’re going to actually follow those rules. So long as you have any emails with a clear opt-out, you are recognizing this is a promotional email, you’re not trying to do anything that is spammy, then you’ll be fine for both TCPA and CAN spam.

GDPR is really more across Europe, and we don’t do anything in Europe intent-wise. We do have some b2b data for Europe, but anything outside of that is GDPR compliant.

We have our own audience graph that we’ve built across three years. We have 40 data sets or 40 data sources that contribute to this audience graph. This includes online sources and offline sources.

Online sources are things like emails. So we have over 7 billion emails. We’re cleansing those every single day. Then we tie those to cookies and then we also have behaviors that come through every day through a live feed of URLs. This is over 250 billion URLs per week.

Then we have offline data which comes from working with financial institutions, credit bureaus, telecom companies where we verify the phone number and we skip trace the data which basically means we ensure that the same data is across other data sets. So the skip trace database alone, each phone number would be screened across 10 to 20 other data sets.

We built our own email verification system which has both SMTP and deep email verification for catch-alls. We verify up to 10 million emails every single day, so every single 24 hours there’s 10 million emails that we verify and then add back into the data process. In terms of phone numbers, we do a few ways to verify them:

1. We skip trace them. Skip tracing means that you take a single contact and you make sure it’s the same across multiple data sets. Our skip trace data is an accumulation of 20+ data sets and making sure the numbers are all accurate across each of those data sets.

2. To make sure we have the right contact info for things like home address, we do what’s called an NCOA check. This is working with a database called the National Change of Address. It’s a very expensive and time-consuming process. We do it roughly every quarter and that is making sure that we always have the most recent address.