Liveramp, Inc.

Acxiom Corporation

Mike Dobrovich

Charles Donald Morgan

Terry Talley

John R Talburt

James E Mooney

Charles Bussell

Ali Kooshesh

Richard Farmer

Ray Hashemi

Russell Baxter

Kari Johnston

Wally Anderson

Melissa K Ward

Jeannie K Ratliff

Erin Boelkens

A system and method for propagating an opt-in through an identity graph fully honors opt-in requests without otherwise modifying the graph data structure. From a node corresponding to the touchpoint of the opt-in, the graph is traversed to find the associated primary node, from which all connected edges are traversed. Nodes on paths that are not connected to other primary nodes are opted in, along with the primary node. Edges that lead to nodes which have edges to other primary nodes are not opted in, but only the edge from the primary node itself is opted in. If household nodes are used, an identifier for the person at the household node may be opted in without opting in other members of the household node by opting in only the edge between the primary opt-in node and the household node.

Identity graph data structure with entity-level opt-ins

A method for linking data using permanent tokens is disclosed. The tokens may be used to link data pertaining to a consumer, a business, an address, an occupancy, or a household. The tokens are created in a central repository, which maintains an identification class for each entity. The identification class contains all available information concerning the entity. The tokens may be applied to a data storage system to allow real-time construction of a total customer view. The tokens may also be used to link the data storage system to a repository, such that the total customer view contains all available information concerning the customer. The total customer view may be used to formulate a response to customer input, such as a purchase or access to an Internet web page maintained by the data owner. By matching tokens instead of names and addresses, potential ambiguities and erroneous duplicates are eliminated. Data updates may be performed incrementally, and may be pushed from the repository to the data owner as new information is received.

Data linking system and method using tokens

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Little Rock, AR, United States of America

Mike Dobrovich