Identity resolution
Asked as “identity resolution platform”, and as “customer identity matching service”, on behalf of a mid-market B2B software company. 51 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
12%
Contested · Zingg 10%
12Hightouch Adaptive Identity Resolution10Zingg06Apollo.io73others
12% of first choices, contested.
Since September 2026▼−3Since September 2026: 17% → 14%, −3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.Hightouch Adaptive Identity Resolution held the lead, −3 points on 17%, inside the 12-point floor.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
Hightouch Adaptive Identity Resolution12%3%34accepted challenger▼−3Since September 2026: 17% → 14%, −3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.17% → 14%
Hightouch Adaptive Identity Resolution12%3%34accepted challenger▼−3Since September 2026: 17% → 14%, −3 points. Inside the 12-point floor: within noise. Read over the models both editions asked.17% → 14%02
Twilio Segment Unify6%21%34accepted challenger▼−1Since September 2026: 8% → 7%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.8% → 7%
Twilio Segment Unify6%21%34accepted challenger▼−1Since September 2026: 8% → 7%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.8% → 7%03
FullContact4%6%16accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%
FullContact4%6%16accepted challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%04
Prospeo4%0%10accepted challenger=heldSince September 2026: 4% → 5%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 5%
Prospeo4%0%10accepted challenger=heldSince September 2026: 4% → 5%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 5%05
LiveRamp Identity Resolution4%40%40criticized challenger▼−6Since September 2026: 10% → 5%, −6 points. Inside the 12-point floor: within noise. Read over the models both editions asked.10% → 5%
LiveRamp Identity Resolution4%40%40criticized challenger▼−6Since September 2026: 10% → 5%, −6 points. Inside the 12-point floor: within noise. Read over the models both editions asked.10% → 5%Show the six products at 0%, ordered by negative rate
11
Salesforce Data Cloud0%48%23criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Salesforce Data Cloud0%48%23criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%10
mParticle IDSync0%43%14criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
mParticle IDSync0%43%14criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%09
Acxiom Real Identity0%38%13criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Acxiom Real Identity0%38%13criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%07
Tealium0%30%20criticized challenger▼−8Since September 2026: 8% → 0%, −8 points. Inside the 12-point floor: within noise. Read over the models both editions asked.8% → 0%
Tealium0%30%20criticized challenger▼−8Since September 2026: 8% → 0%, −8 points. Inside the 12-point floor: within noise. Read over the models both editions asked.8% → 0%08
Experian Identity Resolution0%29%17criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Experian Identity Resolution0%29%17criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%06
Amperity0%25%20criticized challenger▼−4Since September 2026: 4% → 0%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 0%
Amperity0%25%20criticized challenger▼−4Since September 2026: 4% → 0%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
0102030405060708091011Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative30%
Key
01Hightouch Adaptive Identity Resolution12%
Hightouch Adaptive Identity Resolution12%02Twilio Segment Unify6%
Twilio Segment Unify6%03FullContact4%
FullContact4%04Prospeo4%
Prospeo4%05LiveRamp Identity Resolution4%
LiveRamp Identity Resolution4%06Amperity0%
Amperity0%07Tealium0%
Tealium0%08Experian Identity Resolution0%
Experian Identity Resolution0%09Acxiom Real Identity0%
Acxiom Real Identity0%10mParticle IDSync0%
mParticle IDSync0%11Salesforce Data Cloud0%
Salesforce Data Cloud0%What they warned about
A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
LiveRamp Identity Resolution40%
16 of 40 labels negative · 9 of 6 models · 10 hard negative
“LiveRamp operates a massive identity surveillance system that ties people's online and offline activity to a single personal identifier, and almost certainly breaks UK and European data protection laws” Muse Glimmer 30B, negative prompt
Salesforce Data Cloud48%
11 of 23 labels negative · 7 of 6 models · 6 hard negative
“Avoid pure enterprise like Salesforce Data Cloud or mParticle unless you have bigger budgets/resources.” Grok 4.20, paraphrase prompt
Twilio Segment Unify21%
7 of 34 labels negative · 6 of 6 models · 1 hard negative
“**Black-box CDPs** like Segment, mParticle, Tealium, and Simon Data when they require rigid schemas, keep the identity graph inside their own system” Perplexity Sonar, negative prompt
Tealium30%
6 of 20 labels negative · 5 of 6 models · 3 hard negative
“you should completely avoid traditional Customer Data Platforms (CDPs) like Amperity, Tealium, or LiveRamp” Gemini 3.5 Flash, budget prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
77 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1102 links across 272 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
vendor site · Guideflow37 answers · 41 citations · 11 models
vendor site · Prospeo37 answers · 40 citations · 10 models
vendor site · SourceForge28 answers · 41 citations · 10 models
vendor site · Oppora28 answers · 29 citations · 11 models
vendor site · checkthat.ai27 answers · 31 citations · 10 models
vendor site · Redpoint Global27 answers · 31 citations · 10 models
vendor site · LiveRamp22 answers · 28 citations · 12 models
22 answers · 23 citations · 10 models
22 answers · 22 citations · 11 models
20 answers · 20 citations · 12 models
vendor site · Hightouch19 answers · 26 citations · 9 models
18 answers · 27 citations · 7 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
36 answers · 11 models
36 answers · 10 models
28 answers · 11 models
26 answers · 10 models
26 answers · 10 models
22 answers · 11 models
20 answers · 12 models
18 answers · 11 models
17 answers · 10 models
16 answers · 10 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best identity resolution platform”, “identity resolution platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| Hightouch Adaptive Identity Resolution hightouch.com | 12% | 96 | 0 | 127,772 | 23 | 6 | ||
| Zingg zingg.ai | 10% | 18 | 210 | 61 | 125 | |||
| Twilio parent site Twilio Segment Unify 6% | 6% | 71 | 135,000 | 4,343 | ||||
| Splink | 6% | 2,400 | 69 | |||||
| Apollo.io apollo.io | 6% | 1000 | 33,100 | 396 | 111,608 | 94 | ||
| FullContact fullcontact.com | 4% | 53 | 1,000 | 21 | 1,273 | $24 | 27 | |
| Prospeo prospeo.io | 4% | 99 | 2,400 | 19 | 403,704 | 14 | ||
| Delivr.ai delivr.ai | 4% | 8 | ||||||
| HubSpot parent site HubSpot Breeze Intelligence 4% | 4% | 221 | 368,000 | 9,776 | ||||
| LiveRamp Identity Resolution liveramp.com | 4% | 128 | 90 | 0 | 20,494 | $339 | 44 | 2 |
Google's top ten for the two searches hold 12 sites; 3 of them are among the sites the models cited here (hightouch.com, liveramp.com, redpointglobal.com). The first result for “best identity resolution platform” is salesforce.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best identity resolution platform for a mid-market B2B company?”Paraphrase“Which customer identity matching service would you recommend to a mid-sized B2B company?”Comparative“What are the top identity resolution platforms and how do they differ?”Budget-constrained“What is the best identity resolution platform for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating an identity resolution platform. What should we look at?”Negative“Which identity resolution platforms should I avoid or be cautious about?”
Claude Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Noise floor in this category
Flips between the edition run and its calibration repeat. Six prompts per model is a small sample; the index-wide floor is the number to trust.
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Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
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Category-scoped readings
Acxiom read as Acxiom Real Identity
Acxiom (IPG) read as Acxiom Real Identity
Adobe read as Adobe Real-Time CDP
CustomerLabs CDP read as CustomerLabs 1PD Ops
Experian read as Experian Identity Resolution
Experian (with Tapad) read as Experian Identity Resolution
Hightouch read as Hightouch Adaptive Identity Resolution
Hightouch (Adaptive Identity Resolution) read as Hightouch Adaptive Identity Resolution
HubSpot read as HubSpot Breeze Intelligence
Informatica read as Informatica MDM
LiveRamp read as LiveRamp Identity Resolution
LiveRamp (Identity Resolution) read as LiveRamp Identity Resolution
LiveRamp (RampID) read as LiveRamp Identity Resolution
LiveRamp (formerly Acxiom) read as LiveRamp Identity Resolution
Oracle read as Oracle Unity
Oracle (Oracle Data Cloud / ID Graph) read as Oracle Unity
Salesforce read as Salesforce Data Cloud
Salesforce (Customer 360/Data Cloud) read as Salesforce Data Cloud
Segment read as Twilio Segment Unify
Segment (Twilio) read as Twilio Segment Unify
TransUnion read as TransUnion TruAudience
TransUnion (via Identity Graph) read as TransUnion TruAudience
Twilio Segment read as Twilio Segment Unify
Twilio Segment (Unify / Profiles) read as Twilio Segment Unify
mParticle read as mParticle IDSync
Unresolved, counted raw
AWS Pinpoint / Amazon Connect
AccountLink™ by LeadsRx
Adobe B2B CDP
Apache Spark
Avast
Capturify.io
CustomerLabs 1PD Ops Platform
ExactMatch
Experian Business Identity Resolution
Experian Identity Services
FICO Identity Resolution Engine
Google Customer Match / Ads Data Hub
KPMG
LiveRamp Holdings
LiveRamp Identity
Merkle's M1 Platform
MyTrueIdentity
Neustar Unified Identity
OneWelcome Identity Platform
Oracle Data Broker
PwC
RampID
RudderStack Core Data Pipeline
Salesforce Customer 360 Identity
SmartDX
Snowflake Identity
Tealbook
TransUnion Neustar
TruAudience
Unified ID 2.0
Zingg.ai
dbt-adoptive
idx
Discontinued, still offered
No shut-down product was recommended here.