Predactiv has partnered with Deep Sync to enable secure translation of PII datasets into privacy-compliant identifiers, enhancing data usability within The Predactiv Data Platform. This integration supports expanded first-party data activation, modeling, and monetization while maintaining compliance.
Quick Intel
Predactiv today announced a new strategic integration with Deep Sync, a leading provider of deterministic identity data solutions. This partnership allows brands and data owners with PII datasets to securely translate that information into privacy-compliant, interoperable identifiers compatible with The Predactiv Data Platform.
This development extends Predactiv's ongoing platform growth and bolsters support for diverse first-party data sources. Organizations can now activate, model, or monetize datasets responsibly across the platform's full capabilities, free from traditional PII format limitations.
Advancing Privacy-Compliant Data Enablement
PII has long posed challenges for leverage in digital channels due to privacy regulations and interoperability issues. The Deep Sync integration delivers a structured, compliant solution to overcome these barriers.
Data owners and clients can securely send PII to Deep Sync for identity resolution, convert it into addressable identifiers such as Hashed Email Addresses (HEMs), Mobile Advertising IDs (MAIDs), and IP-based identifiers, and ingest those directly into The Predactiv Data Platform. This process upholds privacy standards while significantly expanding usable data types for modeling, analytics, enrichment, and programmatic activation.
Strengthening the Impact of Lookalike Modeling
With identifiers in place, users can apply Predactiv's Lookalike Modeling to build modeled audiences from first-party customer data and grow seed audiences into larger, high-propensity segments. Combining Deep Sync's identity resolution with Predactiv's automated modeling infrastructure lets clients turn underutilized assets into scalable audience solutions without developing in-house identity systems.
Driving Incremental Revenue Opportunities
Retailers, data providers, and others holding valuable PII can now monetize these assets by translating them into digital-ready identifiers and activating them across advertising channels. This secure translation, paired with AI-driven modeling, creates revenue-generating audience products from existing first-party data.
"This partnership with Deep Sync reinforces our commitment to privacy-safe data enablement," said Michael Gorman, Chief Product Officer at Predactiv. "As we continue expanding The Predactiv Data Platform, we're focused on giving data owners flexible, compliant pathways to operationalize their offline assets and bring them into the modern programmatic ecosystem."
Predactiv's platform continues to advance as a unified solution, integrating first-party data, AI modeling, consumer insights, and omnichannel activation in one environment, with recent additions like Lookalike Modeling and enhanced offline onboarding.
About Predactiv Predactiv is a data and technology company specializing in transforming data assets through a proprietary AI-driven platform. The Predactiv Data Platform features real-time consumer insights, analytics, audience creation, and activation. The core of Predactiv's platform is its proprietary real-time global digital behavioral dataset. Predactiv collects and analyzes vast amounts of online data to help businesses understand consumer intent and optimize marketing strategies. The Predactiv Data Platform emerged from the success of ShareThis, a leading data and programmatic advertising provider, recognized for pioneering the use of AI in audience and insight creation. ShareThis is now a Predactiv Company. Predactiv, and ShareThis, a Predactiv Company, are based in Palo Alto, CA.
About Deep Sync
Deep Sync is the industry leader in deterministic identity and AI-powered data solutions. Leveraging our 35-year foundation of compiling direct mail-grade datasets, Deep Sync develops data-first technologies that power marketing, measurement, AI, and business intelligence for agencies and brands with our fully deterministic identity graph, privacy-first audiences, comprehensive data solutions, and integrations with leading platforms and cloud providers.
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