3rd Party Leads on Ping

Overview  

In today’s fast-paced Ping Post lead distribution ecosystem, making real-time decisions is critical. During a ping, lead sellers send non-personally identifiable information (non-PII) to lead buyers, who then respond with a bid price for the lead. If the lead seller accepts the bid, the full lead (including personal contact information) is posted to the buyer. By using the LeadID as the input, you can access key attributes, intelligence, and TCPA Guardian insights at the moment of the ping—helping you evaluate third-party leads before you buy.

That’s where Ping Attributes API comes in. 

What is Ping Attributes? 

Ping Attributes enhances your current ping process by providing real-time, privacy-safe insights before any PII is exchanged. Using our VMS LeadiD tokens, lead buyers gain real-time access to authoritative data attributes that help them: 

• Evaluate lead quality more accurately 

• Optimize bid pricing 

• Reduce post-ping rejections 

• Lower CAC 

All without compromising compliance or requiring personally identifiable information. 

Who Benefits—and How 

Lead Buyers: 
By leveraging Ping Attributes, you can make smarter, data-informed bid decisions during the ping. This improves targeting, boosts conversions, and ensures you only pay top price for top leads—without needing to see PII. 

Lead Sellers: 
By providing Ping Attributes during the ping, you: 

• Help buyers make better decisions upfront 

• Reduce post rejects and their associated costs 

• Comply with stricter consent rules 

• Improve monetization by matching leads to the most appropriate buyer the first time 

How It Works 

• Lead Seller generates a LeadiD token when the lead is witnessed on the site.

• During the Ping, the lead seller passes the LeadiD to the lead buyer.

• Lead Buyer sends the LeadiD to VMS via the Ping Attributes API. 

• VMS returns high-value data attributes—no PII, just powerful insights to inform your bid. 

Identify Duplicate Leads Before You Bid 

With Persistent ID and Household ID tied to each LeadiD, Ping Attributes also help you: 

• Spot duplicates before you bid 

• Match leads to your existing CRM records 

• Avoid wasting budget on leads already in your system 

How to Get Your CRM Data Keyed with Verisk Identifiers

1. SFTP Access
   Verisk will provide SFTP access. You’ll receive an email with instructions to set your password and access your secure upload folder.

2. Upload Your File
   Submit a sample file with your CRM data. Recommended input fields include Phone, Email, or Name + Address (ZIP or City/State).

3. Receive Enriched Data
   Verisk will process your file and return synthetic identifiers, including persistent_id, household_id, and match_level.

4. Best Practice: Refresh Quarterly
   To maintain data accuracy and support ongoing identity resolution, we recommend refreshing your CRM data with Verisk on a quarterly basis.

How to Get Started

Create Your Audit Profile to use Real-Time API 

1. Log in to the Member Portal. 

2. Navigate to Intelligence > Profiles > New.

3. Create a profile for Ping Attributes.

4. For the Ping Attributes profile:

   1. Select the checkbox labeled “Ping Attributes” in the profile list 

   2. Ensure this profile is not shared with any other identity products.