Persistent Identity Framework
Identity that keeps up with how performance marketing actually works
For years, buyers and sellers have faced duplicate leads, inconsistent records, and unclear interactions.
The Persistent Identity Framework from Verisk Marketing Solutions changes that by giving the industry a shared way to recognize and connect consumer activity across every channel.
A unified identity backbone
for the entire ecosystem
Get the missing pieces that make your data work harder.
The framework brings together three foundational components that link activity across clicks, calls, and form fills:
LeadiD captures the consumer’s lead event and verifies what happened
Persistent Person IDs (PIDs) anchor identity to the individual
Household IDs (HHIDs) show relationships within the same home
Together, they create a reliable, consistent identity layer that follows the consumer journey from first touch to conversion.
See what persistent identity can do
The Persistent Identity Framework gives buyers and sellers a clearer, more actionable view of their audience. Download the Explainer Guide to see how persistent identity can strengthen your lead, call, and media programs.
What buyers gain
When you can clearly identify the person behind each interaction, acquisition becomes more efficient.
- Identify duplicates before they purchase a lead
- Avoid paying for leads already sitting in your CRM
- Identify existing customers who are actively shopping
- Strengthen bidding, scoring, and routing leads, clicks, and calls
- Apply one identity standard across inbound and outbound channels
What publishers gain
Persistent identity becomes a proof layer that helps you stand out.
- Demonstrate how visitor activity ties to real outcomes
- Deliver PIDs and HHIDs that buyers can activate and measure
- Build stronger long-term relationships with verified performance
Why it elevates the consumer experience
A consistent identity foundation reduces friction for everyone involved.
Outreach becomes coordinated instead of repetitive
Personalization becomes more relevant
Experiences feel more connected from first touch onward
Related resources
Keep up with the latest news and our forward-thinking insights.
3 Questions You Should Be Asking About Your Identity Graph
Key Takeaways: What is an identity graph? How are identity graphs built and maintained? Three questions to consider when it […]
Verisk Marketing Solutions Recognized as “One to Watch” in Snowflake’s 2026 Modern Marketing Data Stack Report
Verisk Marketing Solutions fuels success in data enrichment through collaboration with Snowflake AI Data Cloud Verisk Marketing Solutions today announced […]
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 […]
Your Privacy Choices for Platform Services | Data Services