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Outhouse › Surveillance › Identification

Identity resolution

Services that match a visitor's identity across sites and companies.

Identity resolution: Example page
Example page

Why it matters

Each ad company knows the visitor by a different number. Identity resolution introduces them to one another. Cookie-sync pixels pass the numbers between companies in the background, and identity graphs link them to an email address, a household and a postcode.

A visitor who has never heard of any of these companies is, by the end of the page, well known to all of them.

How Outhouse measures it

Outhouse counts identity-resolution services and cookie-sync calls (usersync, setuid, match and uid parameters) among the requests the page made. Five or more scores in full.

This audit counts towards Surveillance, with a weight of 2. A category is 75% its two highest-scoring audits and 25% all of its audits, weighted, so a site is judged mostly on what it does most and partly on how many things it does.

How to improve your score

Install Shitely Profile. It is included on every plan. See all products.

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