Glossary
How audience identity matching works
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Audience identity matching connects a list of known customers or prospects, usually hashed emails, to the advertising identifiers that media buying tools can reach. The match rate shows how much of the list becomes addressable. Higher, accurate match rates mean more of your audience can be targeted, excluded or measured.
How it works
- 1
Prepare the list
Customer identifiers are normalised and hashed before they leave your systems.
- 2
Match against a graph
Hashed records are compared with an identity graph to find linked devices and advertising IDs.
- 3
Deliver to media
Matched IDs are sent to the chosen DSP or clean room for activation or measurement.
Why it matters for advertisers
- More of your CRM becomes reachable in programmatic and CTV buying.
- Existing customers can be suppressed from acquisition campaigns to save budget.
- Matched exposure data supports online-to-offline and conversion attribution.
How ROQAD does it
ROQAD treats matching as a step in its identity and data infrastructure. Signal Boost handles onboarding and matching of your hashed data; ROQAD Graph supplies the linked devices and IDs that raise match rates; and Zeotap Data can add consented attributes to matched audiences.
Frequently asked questions
What is a good match rate?
It depends on the list quality, the region and the destination platform. Compare match rates on the same list across providers, and check accuracy as well as volume.
Is raw customer data shared during matching?
It should not be. Identifiers are hashed before matching, and matching can also run inside a clean room so neither side sees the other's raw data.
Where can matched audiences be activated?
Matched IDs can be delivered to the DSPs and environments your team buys in, including CTV. Availability depends on the partner integrations in place.
How is matching different from identity resolution?
Identity resolution builds the links between identifiers. Matching uses those links to connect a specific audience list to reachable IDs.