Overview
We have a unique philosophy and approach to data onboarding. It’s not just about bringing offline data online. It’s about bringing siloed first-, second-, and third-party data together in a privacy-conscious manner and then resolving it to a single persistent identifier which can then be used for insights, measurement and omni-channel activation
Let’s say you’re a retailer that wants to target customers who have indicated interest in a new, expensive, and highly coveted product. You want to reach this audience on all the channels that they frequent, including the online world: Instagram, Google, GQ, Pinterest, you name it. However, you only have offline data. How does our technology help you use this data to find your audience online?
Send your data to us through our encrypted secure S3 bucket
We annonymize data sent thru in a privacy-concious enviornment and match it to a annonymous, people based identifier which is tied to data deterministically associated with a person, we do this via our partnership with LiveRamp.
We translate your offline data to the online world by associating relevant device and cookie ID's to the annonymous identifier.
This data is then enriched with rich contextual data and made available within the Surfside platform for activation across channels of your choice.
Privacy by design
When you send your data to Surfside, we protect data at every step of the process to ensure that confidential information is never compromised.
Your consumer data (PII and CRM data) is sent to a secure cloud storage server To reach the server, the data goes through a firewall. To ensure your data is fully protected while it’s on the cloud storage server, we recommend that you use our public PGP key to encrypt your data before sending.
Your data travels from the storage server to the Surfside environment Your data is mirrored from the storage server into our processing environment; this copy exits the DMZ through a second firewall. The data on the cloud storage server is securely deleted to upon processing.
Your data is anonymized, matched, and activated Your files are decrypted and all PII (personally-identifiable information) is irreversibly obfuscated by a series of salting and hashing. This obfuscated data is matched to the obfuscated data in the Surfside identity graph to link each record to a Surfside ID, our anonymous universal identifier.
Through our online identity graph (validated by our match partners and networks), we translate these ID’s into partner-specific cookies, mobile device IDs, and other online IDs so they can be activated across marketing channels
Supported identity combinations
For Cookie IDs, a single such identifier will generally be sufficient to establish identity synchronization between the partner and Surfside.
For PII identity synchronization, or when using identifiers such as IP address or Latitude and Longitude, it is preferred to send as many of the chosen identifiers for a particular user as possible to increase the likelihood of a successful match occurring. For example, passing of first name, last name, address, phone and email would provide a high probability of a match, where as providing only an email or a phone would provide a lower probability. Surfside can accept most combinations of the identifiers in the tables below.
In addition to this, when not using Cookie ID synchronization, synchronization API operations or batch files should contain a mutually-agreed-upon Identifier to represent the user, individual or household, such as a Durable Identifier from the table below. This will allow entries to de-duplicated correctly and for event data to be passed by referring to this Identifier. For example, the partner could provide name, address and email with a partner Individual ID as an acceptable combination for ID synchronization.