ideo is the result of a new partnership between customer acquisition specialist esbconnect and data company Mdeg.
By merging their datasets, the two companies have created the UK’s largest independent deterministic data asset for ID resolution, enrichment, and omnichannel audience targeting.
The dataset, ideoOS, includes hashed email, IP, and postal address coverage for over 64 million individuals, with up to 440 available data attributes per record. It is fully GDPR-compliant and available either as log file delivery or via real-time API. This makes it ideal for brands and platforms looking to strengthen identity graphs as third-party cookies, MAIDs, and other signal-based identifiers continue to disappear.
Brands and platforms can use ideo to verify identities, enrich CRMs, model personas, and build targeting segments. It also supports real-time matching based on user IP address, device, and browser signals to link digital activity back to hashed emails.
Integration with esbconnect’s Inbox Extend product enables advertisers to activate these audience segments across programmatic, social, display, email, and postal channels. Activation is available on over 45 buying platforms platforms.
Suzanna Chaplin, CEO of esbconnect, said: “This is a game-changer for UK advertisers in terms of both scale and granularity. Advertisers can build niche segments and activate them across multiple channels.”
Marie Claire de Grouchy, CEO of Mdeg, added: “This partnership unlocks a powerful new dataset for advertisers looking to target consumers across both online and offline environments. Early adoption by Amazon and Roqad shows the market is ready.”
To learn more about how ideo can support your targeting, enrichment, and identity strategies, get in touch with our team.
