Our data · identity
Web identity
The web_identity array connects a company's historical, social and anonymised web assets to its current corporate identity — so an aged record pointing at a domain that was acquired, merged or renamed still resolves to the company that exists today.
Older domains stay alive for years after an acquisition. If your CRM is full of them, your match rates are quietly worse than you think, and every system downstream — marketing automation, advertising, identity resolution — inherits the error.
Fields in the array
- canonical_url
- The preferred URL designated by the canonical tag, which is what prevents duplicate-content ambiguity.
- parked_domains
- Domains now parked, each with last_resolved, redirected_to and source.
- redirected_urls
- Known redirects, each with last_resolved, redirected_to and source.
- shortened_urls
- The origin URL behind a shortener, with last_resolved and url.
- social_platforms
- Official company presence on third-party platforms, with domain, last_seen and url.
Why it matters for matching
Redirects are the valuable part. A domain does not disappear when a company is acquired — it resolves somewhere new, often for a decade. Matching on the raw domain in an aged file will miss those records entirely, or attach them to an entity that no longer trades.
Mapping legacy domains to current companies keeps continuity across CRM, marketing automation, advertising and identity-resolution systems, without re-keying the file.
Start with the number.
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