Glossary
What is a unified consumer profile?
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A unified consumer profile is a single record that joins the devices, identifiers and attributes belonging to one person or household. Instead of treating a phone, a laptop and a connected TV as three strangers, advertisers see one consumer, which makes targeting, frequency control and measurement consistent across every channel.
How it works
- 1
Collect signals
First-party data such as hashed emails, logins and app IDs is gathered on consented touchpoints.
- 2
Resolve identity
An identity graph links the signals that belong to the same person or household.
- 3
Build the profile
Linked IDs and attributes are merged into one record that can be activated or measured.
Why it matters for advertisers
- Fewer wasted impressions, because frequency is capped per person rather than per device.
- Larger addressable reach, because each known customer maps to more of their devices.
- Cleaner measurement, because exposure and conversion are tied to the same consumer.
How ROQAD does it
ROQAD provides the identity and data infrastructure behind unified profiles. Signal Boost onboards and matches first-party data; ROQAD Graph links that data to devices, IDs and households on TCF-consented data; and Zeotap Data adds consented audience attributes for enrichment.
Frequently asked questions
Is a unified consumer profile the same as a customer data record?
Not quite. A customer record usually holds what one company knows about a known customer. A unified profile also links that customer's devices and advertising identifiers, so the record can be reached and measured in media.
Does a unified profile require cookies?
No. Profiles can be built from hashed emails, mobile advertising IDs, connected TV IDs and IP-based household signals. That makes them usable in cookieless environments such as Safari, apps and CTV.
How does a unified profile stay accurate?
Devices and IDs change constantly, so the links behind a profile must be refreshed. A graph that updates daily keeps stale IDs from accumulating and wasting spend.
Is building unified profiles compatible with GDPR?
It can be, when every signal has a lawful basis such as TCF consent and data is pseudonymised. The approach should be documented and reviewed with your privacy team.