A Unified Data Spine That Powers Every Decision
The platform's strength starts here-one data system powering every workflow, every channel, every outcome.
The data pillar brings identity, signal, measurement, and audience insights into one interoperable system — built for clarity today and for agentic models that depend on clean, consistent data tomorrow.
the platform's decision spine
One Data Model. Every Signal. Fully Connected.
The Data pillar is the connective tissue of the Infillion Platform — the system that keeps identity, exposure, intent, and outcomes aligned instead of scattered across disconnected tools. Everything lives in one schema, one taxonomy, and one normalized model, tying signal and outcome together from the start so decisions are grounded in a single source of truth.
Unified schema and taxonomy across the platform.
Identity, exposure, and outcomes connected by design.
No stitching, syncing, or reconciliation required.
Clean inputs for optimization and decisioning.
the platform's decision spine
A Modern, Cookieless, Household-Level Identity Spine
Unify with Infillion XGraph
Identity is the anchor of the Data pillar, and XGraph is the system that powers it. XGraph unifies household-level data, anonymized graph signals, device linkages, location intelligence, and publisher-provided identifiers into a privacy-forward, fully cookieless framework that operates across channels.
Rather than relying on stitched IDs or aging integrations, XGraph maintains a continuously refreshed view of people and households. Today, the platform processes 3.5 billion device identities per week, ensuring identities remain stable, accurate, and ready for activation and measurement.
Comprehensive Identity:
Unified household and device data across UID2, RampID, Panorama ID, and other major identifiers
Privacy-Forward by Design:
Cookieless architecture built to meet evolving regulatory and consumer expectations
Continuous Refresh:
Real-time processing that keeps identity current across channels and environments
Real-World Signals, Layered On Indentity
Identity alone isn’t enough. XGraph serves as the foundation for the signals that deepen understanding and improve consistency across the platform.
Real-World Visitation: First-party visitation data tied directly to exposure.
Survey and Interaction Data: Zero-party insights from TrueX engagements.
Cross-Device Intelligence: Household and person-level linkages that stabilize reach and frequency.
These signals are normalized through the same identity spine, ensuring they remain consistent wherever they are used.
MEASUREMENT BUILT INTO THE SPINE, NOT BOLTED ON
Every Impression, Every Visit, Every Outcome - All Connected
Measurement in most platforms is bolted on or third-party. In Infillion, it’s embedded directly into XGraph’s data spine. Exposure, attention, engagement, visitation, conversion, and incrementality all flow through the same identity model that powers targeting and optimization.
Real-Time Feedback Loop For Smarter Insights
Infillion integrates real-world outcomes directly into the data layer, continuously refining models and improving decision-making, giving both people and agents stronger, faster, and more accurate signals.
The result is a system where measurement isn’t an afterthought – it’s a core part of how the platform learns and optimizes.
The result is a system where measurement isn’t an afterthought – it’s a core part of how the platform learns and optimizes.
Arrival
Measures in-store visitations, providing insight into how your influences physical store visits.
UpLift
Powered by TrueX surveys, tracks brand lift, quantifying how your ads affect consumer perceptions and behavior.
data components
Featured Data Sources
A selection of the 190+ total componenets that power the Data pillar.
XGraph
Infillion’s proprietary identity graph unifies cookies, mobile IDs, CTV IDs, UID2, RampID, and publisher identifiers into persistent person- and household-level nodes.
• Powers targeting, measurement, and modeling.
• Deterministic and probabilistic linkage.
• Cross-enterprise frequency and attribution.
BidStream Data
Direct, log-level access to billions of daily bid opportunities, stitched to XGraph for real-time insight.
• Visibility into cookieless identifiers.
• Deep programmatic analysis.
• Advanced targeting and optimization inputs.
CTV Graph for TrueX
A specialized identity graph tailored for connected TV campaigns.
• Maps publisher CTV identifiers to households.
• Enables cross-screen attribution and sequencing.
• Extends TrueX engagement across devices.
Historical Location Audiences (HLA)
Deterministic audience segments built from proprietary location data.
• SDK-derived visit intelligence.
• High-precision historical targeting.
• Strong performance for location-based strategies.
Infillion Survey - Based Audiences
Zero-party, self-reported audience insights collected through premium CTV environments.
• Attitudinal data grounded in consent.
• Modeled and scaled via XGraph.
• Privacy-forward alternative to inferred segments.
Infillion Location - Based Audiences
Deterministic audience segments built from real-world visitation data.
• Proprietary GPS-derived visit signals.
• Weekly refreshed, privacy-forward segments.
• Enriched with predictive intent scoring.
TrueX to NeXt Remarketing
Retarget engaged TrueX viewers across NeXt programmatic environments.
• Sequential storytelling across screens.
• Unified frequency management.
• Automated expansion and activation via XGraph.
One Data System. Any Operating Model. Future-Proof by Design.
Structured for today's teams. Engineered for tomorrow's autonomy.
Explore a data layer designed to support human-led, automated, and AI-driven decisioning — without changing the foundation.
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