Buyer's guide

Audience data providers for enterprise consumer brands.

A comparison of eight companies that supply U.S. consumer audience data, identity resolution and activation to enterprise brands and the agencies that run their media. Every detail comes from what each company publishes about itself.

Compare the providers Book a Demo

By Kramer Caswell  /  Updated  /  8 providers compared

Disclosure. Untitled publishes this guide and lists itself first. Each provider, including Untitled, is described using its own public information, with limitations listed for every one.

The short answer

An audience data provider supplies information about consumers that a brand does not already have, including identities, demographic and lifestyle attributes, and intent signals, so it can find, enrich and reach new people. For enterprise consumer brands in the U.S., the main providers are Untitled, Zeta Global, Experian, Acxiom, LiveRamp, Epsilon, TransUnion and Dstillery. They differ most in how they match identities, where the data can be delivered, and whether pricing is published.

Bureaus and holding companies. Experian, TransUnion, Acxiom (Omnicom) and Epsilon (Publicis) license deep attribute and identity data at national and global scale.

Platforms with data inside. Zeta Global pairs owned consumer data with its marketing platform. Untitled delivers its identity graph and intent data into the stack you already run.

Connectors and modelers. LiveRamp runs a marketplace of third-party data sellers. Dstillery builds predictive programmatic audiences, including ones that use no user IDs.

How to evaluate

Six questions to ask every audience data provider.

Record counts are the easiest number to compare and the least useful on their own. These are the criteria used for every provider in this guide.

Consumer coverage

How many U.S. adults the data reaches, and whether it resolves to individuals or households. Ask for the number of consumer profiles, not total records or device IDs.

Matching method

Deterministic matching links identifiers through a known anchor such as a hashed email or a postal address. Modeled and probabilistic methods trade precision for reach. Ask which segments are modeled.

Signals

Attributes describe who a person is. Intent and behavioral signals describe what they are researching now. Most acquisition programs need both.

Delivery and activation

Where the data can go: an API, your warehouse, file delivery, media partners, or only inside the vendor's own platform. This decides whether you are adding a layer or replatforming.

Pricing transparency

Whether rates are published or quoted after a sales process. Published pricing lets you size a program before the first call.

Security documentation

Whether security policies, subprocessor lists and data flows are available before a contract. Your procurement team will ask for primary documents, not summaries.

At a glance

Eight audience data providers,
side by side.

Drawn from each company's own website and public announcements, verified September 2026. Where a company does not publish a detail on the pages we reviewed, we say so rather than estimate.

Comparison of eight audience data providers for enterprise consumer brands
Provider Best for Data foundation Published scale Published pricing
UntitledPublisher of this guide Enterprise consumer brands and agencies that want person-level data delivered into their existing stack Deterministic identity graph anchored to hashed email, plus contextual intent topics 300M+ U.S. records, including 200M+ consumer profiles
Yes, from $500 per month
Zeta Global Large enterprises consolidating marketing and advertising into one platform Opt-in proprietary data and publisher signals, used inside the Zeta Marketing Platform 240M+ consumer profiles
Not published
Experian Attribute depth for modeling, enrichment and addressable media Consumer View attributes with offline and online identity graphs 5,000+ attributes, 250M individuals in Consumer Sync
Not published
Acxiom Global identity coverage and brands working with Omnicom InfoBase consumer data anchored by Real ID 2.6 billion verified global IDs
Not published
LiveRamp Teams licensing from many third-party sellers through one identity layer Data marketplace connected through RampID 200+ data sellers, 650+ partners
Not published
Epsilon Transaction-led targeting and brands working with Publicis COREid built on name and address, connected to transactional data Not stated on the current pages we reviewed
Not published
TransUnion Individual and household segmentation for addressable media and measurement TruAudience identity graph across individuals and households 15,000+ attributes
Not published
Dstillery Modeled programmatic audiences, including audiences with no user IDs Predictive AI models built on behavioral signals Custom audiences in 24 to 48 hours, refreshed daily
Not published

Scale figures are not a like for like scoreboard. Companies count records, profiles, IDs and attributes differently. Figures are each company's own published statements, verified September 2026. If anything here is out of date, tell us and we will correct it.

Provider profiles

What each provider offers,
and where it falls short.

Strengths and limitations are based on what each company publishes. A limitation here means a gap in public information or a scope boundary, not a judgment of product quality.

Audience and identity platform

Untitled Publisher of this guide

Untitled is an audience platform that supplies person-level U.S. consumer data, identity resolution and contextual intent data, then delivers it into the warehouse, CDP and media channels a team already runs. It can also activate audiences directly across paid social, email, connected TV and direct mail.

Best for: enterprise consumer brands and agencies that want an identity and audience layer without replacing their existing architecture.

Strengths

  • Deterministic matching anchored to a hashed email address
  • Resolves 45 to 65 percent of addressable U.S. web traffic through the Untitled ID Tag
  • Delivery by REST API, private PostgreSQL warehouse, SFTP, custom delivery or portal
  • Published pricing and public security and procurement documentation

Limitations

  • U.S. records only, with no international coverage
  • Not a CDP or system of record, and does not include messaging or loyalty tools
  • Founded in 2018, so a shorter enterprise track record than the bureaus on this list
Published figures
Identity graph300M+ U.S. records
Consumer profiles200M+
Intent topics36,000+
Attributes30+, 100+ Enterprise
Time to first dataWithin 24 hours
PricingFrom $500 per month
Source: getuntitled.ai
Marketing platform with owned data

Zeta Global

Zeta Global sells the Zeta Marketing Platform, which combines a CDP, messaging, advertising and analytics with Zeta Data, its proprietary consumer data set. Zeta describes Zeta Data as built from opt-in information and available across its own solutions. Its identity graph extends through the LiveIntent publisher network, which Zeta acquired.

Best for: large enterprises that want owned consumer data and the platform that activates it from a single vendor.

Strengths

  • Proprietary opt-in consumer data paired with a person-level Zeta ID
  • Publisher signals from a network of 2,500+ publishers through LiveIntent
  • Activation across email, direct mail, online and CTV inside one platform

Limitations

  • Data is positioned for use within Zeta's own platform rather than as a standalone feed
  • Pricing is not published
  • Adopting the full platform is a larger commitment than licensing data alone

Comparing Zeta and Untitled directly? Read the Zeta Global alternative comparison.

Published figures
Consumer profiles240M+
Data sourcingOpt-in
Publisher network2,500+ via LiveIntent
DeliveryInside Zeta platform
PricingNot published
Source: zetaglobal.com
Credit bureau marketing data

Experian

Experian's marketing business licenses consumer data through its Consumer View suite, covering demographic, behavioral, geographic and lifestyle attributes. Consumer Sync links offline and digital data into a cross-channel identity spine, and audiences activate through media partners across advanced TV, social and programmatic.

Best for: brands that need broad attribute depth for segmentation, modeling and enrichment across addressable channels.

Strengths

  • 5,000+ licensable consumer attributes
  • Identity spine of 250 million individuals and more than four billion digital IDs
  • Activation through 200+ media partners

Limitations

  • Pricing is not published
  • Activation typically runs through partner platforms rather than a native buying tool
Published figures
Attributes5,000+
Identity spine250M individuals
Digital IDs4B+
Media partners200+
PricingNot published
Source: experian.com
Holding company data and identity

Acxiom

Acxiom licenses consumer data through its InfoBase products and resolves identity through Real ID. Acxiom became part of Omnicom when Omnicom completed its acquisition of Interpublic Group in November 2025, and Real ID now anchors identity within Omnicom's Omni platform.

Best for: global brands that need identity coverage outside the U.S., and brands whose media already runs through Omnicom.

Strengths

  • Real ID covers 2.6 billion verified global IDs
  • Real-time identity decisions in under 10 milliseconds
  • Decades of data and identity history

Limitations

  • Pricing is not published
  • Part of a holding company, which matters if your media runs through a different one
Published figures
Global IDs2.6 billion
Identity productReal ID
Parent companyOmnicom
PricingNot published
Source: acxiom.com
Identity and data marketplace

LiveRamp

LiveRamp connects data buyers with third-party data from other companies through its Data Marketplace, and links that data to first-party records through its RampID identifier. It is best understood as connective infrastructure: it resolves, onboards and distributes data, while much of the audience data itself comes from sellers on the marketplace.

Best for: teams that license data from several sellers and need one identity layer to onboard and activate it.

Strengths

  • Access to 200+ data sellers and 650+ partners in one marketplace
  • Activation across DSPs, CTV, retail media networks and commerce platforms
  • Wide adoption of RampID across the ad ecosystem

Limitations

  • Data quality varies by the seller you license from
  • Pricing is not published
Published figures
Data sellers200+
Partners650+
IdentifierRampID
PricingNot published
Source: liveramp.com
Holding company data and identity

Epsilon

Epsilon, part of Publicis Groupe, resolves identity through COREid, which Epsilon describes as based on a complete name and address rather than a device, cookie or email. COREid connects demographic, transactional and behavioral data, and Epsilon also offers merchant-level card transaction data for targeting and measurement.

Best for: retail and commerce-led brands where purchase data drives targeting and measurement, and brands whose media runs through Publicis.

Strengths

  • Identity anchored to name and postal address
  • Transaction data at the merchant and SKU level
  • Connects offline and online touchpoints for activation and measurement

Limitations

  • Current identity graph size is not stated on the product pages we reviewed
  • Pricing is not published
  • Part of a holding company, which matters if your media runs through a different one
Published figures
Identity productCOREid
Identity anchorName and address
Parent companyPublicis Groupe
Graph sizeNot stated
PricingNot published
Source: epsilon.com
Credit bureau marketing data

TransUnion

TransUnion's marketing business, TruAudience, combines the identity graph built from the TransUnion and Neustar marketing businesses with segmentation and scoring for individuals and households. It supports audience building, enrichment and media measurement.

Best for: teams that segment and measure at both the individual and household level, especially for addressable TV.

Strengths

  • 15,000+ attributes for segmenting individuals and households
  • One identity graph behind segmentation, enrichment and measurement
  • Measurement of marketing and media returns alongside the data

Limitations

  • Identity graph size is not stated on the product page we reviewed
  • Pricing is not published
Published figures
Attributes15,000+
Resolution levelIndividual and household
Product lineTruAudience
PricingNot published
Source: transunion.com
Predictive programmatic audiences

Dstillery

Dstillery builds custom AI audiences for programmatic advertising. Its ID-free Custom AI product predicts the likelihood of conversion from signals such as URL, geography and time of day, reaching ad impressions rather than tracked users. Audiences activate through DSPs, including by Deal ID.

Best for: programmatic teams that want modeled audiences for display and video, including in environments without user identifiers.

Strengths

  • Custom audiences in 24 to 48 hours, refreshed daily
  • ID-free targeting that does not rely on cookies or user tracking
  • Activation through Deal IDs without an external API integration

Limitations

  • Not a person-level identity data set, so it does not enrich CRM or email records
  • Focused on programmatic media rather than owned channels
  • Pricing is not published
Published figures
Audience build time24 to 48 hours
RefreshDaily
MethodPredictive AI, ID-free option
PricingNot published
Source: dstillery.com
Categories

How audience data providers differ from CDPs and marketing clouds.

Marketing clouds, CDPs and engagement tools often show up in the same evaluations as audience data providers. They solve a different problem. They organize and act on data. An audience data provider supplies people and signals you do not have yet.

Examples: Adobe Experience Cloud, Salesforce Marketing Cloud

Marketing clouds

Suites for running campaigns, customer journeys and analytics across channels. They activate data at enterprise scale and depend on the first-party and licensed data you bring into them.

Examples: Amperity, BlueConic, Bloomreach

CDPs and personalization

Platforms that unify and govern the customer data you already own into profiles. An audience data provider adds identities and attributes for the people who are not yet in those profiles.

Examples: Braze, Iterable, HubSpot Marketing Hub

Lifecycle engagement

Tools that send messages to known contacts. Enriched profiles and newly identified visitors give those flows more people to reach and more to personalize with.

Where Zeta Global fits

Zeta spans all three categories and owns its data.

Zeta Global combines a marketing platform with proprietary consumer data, which is why it appears in both kinds of evaluation. Untitled supplies the audience and identity layer on its own, delivered into whichever of these platforms you already run.

Untitled vs Zeta Global
Identity resolution

The matching method decides
the quality of the audience.

Every audience data provider has to connect records, devices and signals back to people. How it does that determines accuracy, reach and what you can do with the result.

Deterministic

Linked byA known anchor, such as hashed email or postal address
StrengthPrecision at the person level
Trade-offReach depends on anchor coverage
Works forEnrichment, suppression, CRM, email, direct mail

Probabilistic and modeled

Linked byStatistical likelihood across signals
StrengthExtends reach beyond known matches
Trade-offLower precision per record
Works forProspecting and audience extension

ID-free

Linked byImpression context, not people
StrengthWorks without cookies or device IDs
Trade-offNo records to enrich or reuse
Works forProgrammatic display and video

Ask what is modeled

Most providers offer both known and modeled segments. The useful question is not which method a provider uses, but which of the segments you plan to buy were built from each one.

Test on your own traffic

Published match rates are measured on someone else's data. Resolving a sample of your own traffic or customer file is the fastest way to compare providers fairly. Here is how Untitled's identity resolution works.

An honest note

Which provider fits
which team.

No single provider is right for every enterprise. Start from the job the data needs to do.

Choose Untitled if

You need person-level U.S. consumer data and intent delivered into the warehouse, CDP and channels you already run, and you want to prove it on real traffic before committing to a larger program.

Choose Zeta Global if

You are consolidating marketing and advertising into one platform, and you want owned data, messaging and media buying from a single vendor.

Choose Experian or TransUnion if

Attribute depth for modeling and segmentation is the priority, along with individual and household addressability for TV and measurement.

Choose Acxiom or Epsilon if

Your media runs through Omnicom or Publicis, or you need their specific strengths: Acxiom's global Real ID coverage or Epsilon's transaction data.

Choose LiveRamp if

You license from many third-party sellers and need a single identity layer to onboard and distribute that data.

Choose Dstillery if

Your main need is modeled programmatic audiences for display and video, including where user identifiers are unavailable.

Questions

Audience data providers, answered.

What is an audience data provider?

An audience data provider is a company that supplies information about people a brand does not already know, including identities, demographic and lifestyle attributes, and behavioral or intent signals. Brands use that data to find new customers, enrich existing records and reach audiences across paid media, email, connected TV and direct mail.

What is the difference between B2B and B2C audience data providers?

B2B providers focus on companies and the people who work at them, with firmographics, job titles and account-level intent. B2C providers focus on individual consumers and households, with demographics, lifestyle attributes, purchase behavior and consumer intent. Every provider in this guide is evaluated on consumer data for enterprise brands selling to U.S. consumers.

How is an audience data provider different from a CDP?

A CDP unifies and governs the first-party data a company already owns. An audience data provider supplies identities, attributes and signals the company does not have. The two work together: the provider's data flows into the CDP or warehouse, where it is joined to existing profiles and activated.

Which audience data providers publish their pricing?

Of the eight providers in this guide, Untitled is the only one that publishes pricing, starting at $500 per month, with Enterprise pricing scoped to volume and delivery method. Zeta Global, Experian, Acxiom, LiveRamp, Epsilon, TransUnion and Dstillery quote pricing through their sales teams, based on the pages reviewed in September 2026.

What is the difference between deterministic and probabilistic audience data?

Deterministic data links identifiers to a person through a known anchor, such as a hashed email address or a postal address. Probabilistic and modeled data links identifiers through statistical likelihood, which extends reach at the cost of precision per record. Many providers offer both, so ask which segments are modeled before you buy.

Is Zeta Global an audience data provider?

Zeta Global owns a large consumer data set, which it reports at more than 240 million consumer profiles, but it positions that data as part of the Zeta Marketing Platform rather than as a standalone feed. Teams that want audience data without adopting a full marketing platform often compare Zeta with providers that deliver data into an existing stack. See the Untitled vs Zeta Global comparison for detail.

Can an enterprise use more than one audience data provider?

Yes, and many do. A brand might license attributes from a bureau, resolve website visitors with an identity platform, and buy modeled programmatic audiences from another vendor. The practical requirement is a shared join key, such as a hashed email or a customer-designated ID, so the data can be matched in one place.

How should audience data be delivered into an enterprise stack?

Match delivery to the stack you run. Warehouse-native teams usually want an API or direct warehouse delivery. Teams with established file workflows use SFTP. Teams without engineering support often prefer a portal with one-click syncs. A provider that can only deliver inside its own platform requires more change than one that delivers to your systems.

How was this guide compiled?

Each provider's details come from its own website, product pages and public announcements, verified in September 2026 and listed in the sources below. Untitled publishes this guide and is included in it. Where a company does not publish a detail on the pages reviewed, the guide says so instead of estimating. Corrections can be sent through our contact page.

Evaluating audience data providers

Test Untitled against the providers on your list.

Bring the requirements you are holding other vendors to. We will show you what our graph resolves on your traffic, what the intent data returns, and how the data lands in the stack you run today.

Book a Demo Untitled for Enterprise

Sources and methodology. Compiled by Kramer Caswell and verified September 16, 2026. Untitled details are drawn from our pricing, product and enterprise pages and our public knowledge base. Zeta Global details are drawn from Zeta Data and Zeta data and identity. Experian details are drawn from Consumer View and Experian Marketing. Acxiom details are drawn from Acxiom Real ID and Omnicom's December 2025 announcement. LiveRamp details are drawn from the LiveRamp Data Marketplace. Epsilon details are drawn from Epsilon identity capabilities and Customer+. TransUnion details are drawn from TruAudience marketing insights. Dstillery details are drawn from dstillery.com and Dstillery's Deal ID announcement. All company and product names are trademarks of their respective owners, used for identification and comparison only. Untitled is not affiliated with, endorsed by, or sponsored by any other company named on this page.