DrivenIQ, an audience data intelligence platform, partnered with Roqad, a provider of GDPR-compliant probabilistic identity graph technology, to develop a permissioned customer identity solution covering customer data from Europe, Canada, and the US. 

The new solution combines DrivenIQ's Identity Graph, known as DrivenID, which contains data of 230 million US households with Roqad’s ResolveID, which contains EU-consented data and probabilistic machine learning algorithms to identify up to 40% of website visitors who leave during the customer journey without logging in. Roqad connects hashed email and IP addresses to mobile advertising IDs and has linkages exceeding 800 million in the US alone. 

The partnership between the two companies aims to future-proof businesses for a cookie-less world while providing firms with broader access to the open web and walled garden data for improving customer engagement. 

Analyst QuickTake: DrivenIQ joins a growing list of firms including Simpli.fi and Tealium that have introduced new brand identity solutions to their respective platforms in an attempt to stay ahead of the challenges posed by the elimination of third-party cookies and tighter customer privacy regulations.