Finally, a Persistent Identity Standard for Performance Marketing

A new standard for identity is here, helping buyers and sellers cut waste, unlock savings, and deliver smarter, more personalized experiences. 

For years, performance marketing has been stuck with the same persistent problems: recycled leads, incomplete data, and the inability to consistently identify consumers across channels. These inefficiencies drive up costs, create confusion, and limit personalization. 

Verisk Marketing Solutions’ new Persistent Identity Framework is designed to change that. Built for the lead-generation and performance marketing ecosystem, the framework gives both buyers and sellers a consistent and persistent view of consumer identity across inbound and outbound channels. It is more than a technical upgrade, it’s a shift in how the industry operates. You don’t have to settle for “the way things have always been.” We’ve bridged a gap that hasn’t been bridged in decades, creating a foundation that finally puts identity at the center where it belongs. 

The Cost of Not Knowing Who’s Who 

Identity is at the core of every marketing interaction. When a consumer fills out a form, makes a call, or clicks through an ad, those moments are valuable—but only if they can be tied together into a cohesive story. Without persistent identity, too many of those moments float in isolation. 

The consequences are familiar: 

• The same lead sold multiple times, often with conflicting or incomplete data. 

• Buyers wasting budget on consumers they already have in their database. 

• Publishers missing out on revenue because they cannot fully connect visitor activity with eventual customer relationships. 

• A customer experience that feels fragmented instead of personalized. 

The Persistent Identity Framework directly addresses these pain points, making every transaction more transparent, efficient, and actionable. 

What Buyers and Sellers Gain 

• One ID, every time: Every transaction includes a Persistent Person ID (PID), anchored in Verisk’s proprietary identity graph and wide footprint across lead-gen sites. A unified view of individuals, finally. 

• Publishers prove their value: With access to PIDs and Household IDs (HHIDs), publishers can connect visitor activity to actual customer outcomes, making their traffic more valuable. 

• Buyers stop second-guessing: Through Real-Time Decisions, PIDs and HHIDs are available across Posted Leads, Ping-Post Leads, Inbound Calls, and Click Media Bidding. That means acquisition strategies grounded in confidence, not guesswork. 

• CRM data that actually works: Keying databases with PIDs enriches and unifies records, turning fragmented data into a clear, actionable customer view. 

• Clarity across every channel: Clicks, calls, and form fills all connect back to the same individual, making attribution straightforward and optimization more effective. 

From LeadiD to Persistent Identity 

Verisk Marketing Solutions has done this before. As Jornaya, it created the universal LeadiD, which became the industry standard for event-level transparency in lead generation. Buyers and sellers finally had a shared language for what a lead represented. 

Now, with Persistent IDs and Household IDs, that same level of clarity is being brought to identity. Where LeadiD standardized events, PIDs and HHIDs standardize people, bringing order to what was once fragmented. 

Why This Changes the Game 

The Persistent Identity Framework is not just a new feature—it’s a new baseline for how performance marketing can work. With a universal identity standard: 

• Publishers demonstrate clear value 

• Buyers cut waste and spend smarter 

• Consumers get experiences that actually feel personalized 

The ripple effects are bigger than individual transactions. A persistent view of identity lays the groundwork for fairer pricing, deeper analytics, and more trust across the ecosystem. It’s the break from “business as usual” the industry has been waiting for. 

Where It Leads 

The Persistent Identity Framework sets the stage for a performance marketing ecosystem that is more efficient, more transparent, and more consumer-centric. It helps publishers capture more value, empowers buyers to make confident decisions, and makes personalization scalable. 

Ready to see what persistent identity can do for your performance marketing? Get in touch with our team or explore our resources to learn more.