The Marketing Cloud brings privacy-safe ID boost to Data 360 customers

The Marketing Cloud has joined the Salesforce Data Collaboration Network, making its proprietary Stagwell ID Graph and Identity Spine available to Salesforce Data 360 customers for privacy-safe identity enrichment and resolution. The solution is now generally available on the Salesforce Data Collaboration Network, with initial availability in the United States.

Stagwell’s Identity Spine Unlocks More Addressable Audiences

Stagwell's Identity Spine — built across data from The Harris Poll, Harris Quest Brand, Numetrix, and Stagwell's broader network of media and technology companies — enables brands to resolve fragmented customer identities across email identifiers, device IDs, offline touchpoints, CRM records, loyalty programs, and more.

Through Salesforce Data 360's Clean Room architecture, brands can now boost their first-party profiles with verified identities without their raw customer data ever leaving their secure environment — and without Stagwell's proprietary matching algorithms ever being exposed.

"Brands today are sitting on fragmented first-party data — purchase histories, CRM records, loyalty programs, website interactions — that they can't fully activate because identity stitching is so complex," said Mansoor Basha, CTO, The Marketing Cloud.

"The Identity Spine was built to solve exactly that problem. Bringing it to Salesforce Data 360 customers through Identity Boost means any brand can now resolve identity at enterprise scale in a matter of days, not months, without taking on compliance risk or moving a single byte of raw PII."

"Identity Boost, powered by Data 360 Clean Rooms uses a zero-copy and privacy-safe architecture to bring rich identity data directly to the point of activation across advertising platforms," said Bradley Wright, VP, Product Management, Salesforce. "Stagwell plugs in natively, so marketers can get the benefit of Stagwell identity and still maintain their activation workflows, ensure activation signals are strong, and reach more of their target audience—all while guaranteeing no raw customer data is ever copied, moved, or exposed."

How It Works

The integration leverages Salesforce Data 360's zero-copy Clean Room architecture. The five-step process enables brands to:

1. Install: the customer installs the Stagwell’s data kit package inside Data 360 Clean Room
2. Connect: map their DMO (first-party brand data: CRM records, loyalty data, website interactions)   within the Clean Room
3. Run: the match, which resolves identities across emails, device IDs, household and consumer IDs, and offline touchpoints — computing match rates and coverage metrics in place, zero-copy, secure
4. Activate: enriched identity data flows back into the customer's Data Cloud Ad Audiences for 1-click activation to paid media/CRM/personalization

Throughout the process, brand data never leaves the customer's secure environment, and Stagwell's matching algorithms remain fully protected — enforced at the platform level, not by policy alone. The solution deploys in days. 

Availability

The Stagwell Identity Boost solution is available on the Salesforce Data Collaboration Network for Data 360 customers in the United States. Brands can also request a complimentary Identity Gap Assessment through Stagwell's Salesforce Practice to quantify their addressable identity opportunity before deploying. 

For more information, visit https://dcnportal.salesforce.com/s/.