Valpak Intelligence

Name: Valpak
Author: Valpak

Description

Valpak Intelligence delivers deterministic, household-level audience data built on real U.S. postal addresses, real consumers, and real-world behavioral signals. Our data connects household identity with consumer, property, life-event, location, transaction, business, and purchase-intent intelligence to help brands, agencies, and platforms build more accurate audiences and activate them with confidence.

Designed for omnichannel activation, Valpak Intelligence supports targeting, suppression, CRM enrichment, lookalike modeling, local market intelligence, campaign planning, and measurement across digital, CTV, direct mail, CRM, and addressable media environments.

How will this partnership benefit LiveRamp customers?

Through LiveRamp, customers can use Valpak Intelligence to improve audience accuracy, identity resolution, match quality, and campaign performance. Our activation-ready audiences are anchored to deterministic household identity and enriched with high-intent signals such as new movers, homeowners, local shopping behavior, category interest, property attributes, transaction signals, and business life-cycle events.

This helps marketers reduce wasted media spend, reach consumers during valuable decision windows, build stronger prospecting and suppression strategies, and measure outcomes more effectively across addressable channels.

This version is aligned with the storefront content you shared around deterministic household identity, life-event intelligence, omnichannel identity linkage, activation-ready audiences, CRM augmentation, and campaign measurement.

Features

1st Party Deterministic Data

Valpak Intelligence provides deterministic, household-level audience data built on real postal addresses, real consumers, and real-world behavioral signals. Anchored to Valpak’s national household reach and enriched through consumer, property, life-event, location, transaction, and business intelligence, our data helps brands, agencies, and platforms build more accurate audiences for omnichannel activation.

Testimonials

Mark Buchanan
President

Valpak has produced a lot of leads, which in turn has produced a lot of customers for Molly Maid, and we continue to service those customers today. We have a department that creates a website, tracks the leads, etc., and when I found that Valpak’s digital platform has produced just as many leads, I was more than pleased.

Resources

Valpak Intelligence Audiences Are Now Live in the LiveRamp Data Marketplace

Valpak Intelligence today announced that its New Mover and New Business audience segments are now available directly in the LiveRamp Data Marketplace, the industry's most widely used data collaboration network. Marketers, brands, and agencies can now discover, license, and activate Valpak Intelligence audiences across every major DSP, SSP, CTV platform, and CRM destination, without negotiating a separate data licensing agreement.

For more than 50 years, Valpak has built one of the deepest postal-anchored identity assets in the U.S. , covering ~135M households, 580M+ email addresses, and 200M+ phone numbers, all tied to a deterministic household spine. Bringing this data into LiveRamp removes friction for marketers and unlocks higher-fidelity targeting at a moment when the identity landscape needs it most.

Effective Marketing Begins with Strong Data

In today's marketing landscape, data isn't just part of the strategy; it's the keystone.

You can invest in creative, media placement, printing, and distribution, but if your data is outdated or inaccurate, even the most solid campaign with the best marketing strategy will fall apart. It's like a cautionary adage: if you build a beautiful house on a weak foundation, it's bound to crumble.

At Valpak, we've spent more than five decades reinforcing this truth: great marketing starts with great data.

As the dominant direct mail marketer in the U.S., we reach millions of households through our trusted Blue Envelope. Valpak actively markets to consumers for 65,000 advertisers and delivers more than 1 billion pieces of mail annually. That scale, that system of efficiency and strongly backed data, creates something incredibly valuable: a living dataset that reflects real households and real consumer activity nationwide.

This is how effective marketing begins. This data is used every day in our own campaigns and is constantly validated and refreshed. It helps identify whether a household is active or vacant, ensuring marketers reach people who actually live there. And now, those same high-performing Valpak audiences are available for marketers to target in their own programs.

Why Data Quality Matters More Than You Think

When planning a campaign, marketers often focus on the obvious expenses: creative, printing, postage, and media. Data can seem like a smaller line item that gets mostly overlooked. But data is the multiplier.

If the data is inaccurate, then every other dollar you spend becomes less effective. You might reach a household that moved months ago, or miss a customer right when they're ready to make a decision. Great marketing doesn't just reach people; it gets in front of them at the right moment in their lives, when it is most needed. That is how and where life-event data truly showcases its strength.

What Is Deterministic Identity Data? The Enterprise Guide

In an era of cookie deprecation and rising privacy restrictions, enterprises need identity solutions built on verified, real-world data, not probabilistic guesses. Deterministic identity data is the foundation of accurate consumer intelligence.

What Makes Identity Data 'Deterministic'?

Deterministic identity data links consumers to verified, persistent identifiers like postal addresses, email addresses, phone numbers, and physical locations. Unlike probabilistic approaches that rely on device signals, cookies, or behavioral inference, deterministic data is anchored to real-world, opt-in consumer touchpoints.

This means every match is based on a known, validated connection, not a statistical guess. The result is higher match rates, greater persistence, and better accuracy across every channel.

Why Enterprises Are Shifting to Deterministic Foundations

Three macro trends are accelerating the shift toward deterministic identity:

1. Cookie Deprecation: Third-party cookies are disappearing. Chrome, Safari, and Firefox have all moved to restrict or eliminate cookie-based tracking. Probabilistic identity models that depend on cookies lose coverage daily.

2. Privacy Regulation: GDPR, CCPA, and emerging state-level privacy laws require data practices grounded in transparency and consent. Deterministic data sourced from opt-in consumer interactions meets these requirements by design.

3. Identity Fragmentation: Consumers use an average of 7+ devices and dozens of digital touchpoints. Device-based identity graphs fragment across channels. Postal-anchored deterministic graphs persist because physical addresses are stable, universal, and cross-channel.

How Valpak Intelligence Builds Deterministic Identity

Valpak Intelligence maintains a deterministic identity graph covering approximately 130 million U.S. households. This graph is anchored to postal addresses, the most persistent consumer identifier, and enriched weekly with email addresses, phone numbers, demographic attributes, and lifestyle segments.

With over 580 million email addresses and 200 million phone numbers linked to household-level postal data, Valpak's identity graph enables enterprises to resolve, enrich, and activate consumer identity at scale.

LiveRamp Partner Ecosystem