ActiveProspect Rebrands Verisk Marketing Solutions as InfutorData, doubling down on identity resolution platforms, signaling a strategic shift that could reshape B2C lead generation and data‑driven marketing across the ad tech ecosystem.
What the Rebrand Entails
On April 29, 2026, ActiveProspect announced the rebranding of its recently acquired Verisk Marketing Solutions unit to InfutorData. Backed by Five Elms Capital, the deal—finalized in December 2025—adds a dedicated identity‑resolution and consumer‑intelligence business to ActiveProspect’s existing opt‑in lead‑generation platform. The company now reports more than $100 million in annual recurring revenue, a figure that places it among the fastest‑growing midsize ad‑tech firms.
Technology Behind InfutorData
InfutorData’s core offering is an identity‑resolution engine that stitches together fragmented first‑party and third‑party signals—email hashes, device IDs, loyalty‑program data, and consent records—into a unified consumer profile. Leveraging AI‑driven probabilistic matching, the platform claims match rates north of 85 % while maintaining compliance with TCPA, GDPR, and CCPA. In practice, marketers can enrich raw leads with demographic, purchase‑history, and intent data before routing them to campaign‑management tools such as Salesforce Marketing Cloud or Adobe Experience Platform.
Why the Announcement Matters
Identity resolution has become a bottleneck for marketers navigating a cookie‑less world. Gartner predicts that by 2027, 70 % of B2C marketers will rely on deterministic identity graphs to achieve ROI‑positive campaigns. By separating its consent‑focused lead‑generation suite from the broader data‑intelligence business, ActiveProspect aims to avoid the “one‑size‑fits‑all” pitfall that has hamstrung many legacy DMPs. The move also positions InfutorData to compete directly with established players like LiveRamp, Neustar (now part of TransUnion), and Experian’s Marketing Services.
Industry Implications
The rebrand underscores a broader industry trend: ad‑tech vendors are consolidating data‑management capabilities to offer end‑to‑end solutions that span acquisition, verification, enrichment, and measurement. For publishers, the emergence of a standalone InfutorData could mean new data‑licensing models that blend first‑party inventory with high‑quality identity graphs, potentially boosting CPMs on supply‑side platforms (SSPs) such as The Trade Desk’s OpenRTB gateway. For agencies, the clear separation of compliance (ActiveProspect) and enrichment (InfutorData) simplifies vendor selection and reduces integration risk with programmatic DSPs like Amazon Advertising and Google Display & Video 360.
Competitive Landscape
LiveRamp’s IdentityLink remains the market leader, boasting over 1 billion connected profiles. However, LiveRamp’s pricing model is tiered and often prohibitive for mid‑market advertisers. InfutorData’s pricing, while not disclosed, is expected to be more SaaS‑friendly, targeting the $10‑$30 CPM range for enriched audience segments. Meanwhile, Amazon’s Unified ID 2.0 and Microsoft’s Project Cortex are pushing the envelope on open‑source identity standards, forcing proprietary solutions to demonstrate clear ROI.
What It Means for Enterprise Marketing Teams
For enterprise marketers, the rebrand translates into a two‑pronged workflow: first, use ActiveProspect’s consent‑driven lead capture to populate a clean pipeline; second, pass those leads to InfutorData for enrichment and cross‑device stitching before activation in platforms like Google Ads, Meta Business Suite, or CTV/OTT buy‑side tools. The unified stack promises reduced latency—benchmark tests from Forrester show a 30 % drop in time‑to‑activation when enrichment happens within a single vendor ecosystem. Moreover, the separation of compliance and data layers helps legal and privacy teams maintain audit trails, a critical factor as regulators tighten consent verification requirements.
Market Landscape
The ad‑tech market is currently navigating three converging forces: privacy‑first regulation, the decline of third‑party cookies, and the rise of AI‑driven audience segmentation. IDC forecasts global ad‑tech spending to reach $285 billion by 2028, with identity resolution accounting for roughly 12 % of that spend. Companies that can deliver deterministic, consent‑compliant profiles at scale are poised to capture a disproportionate share of this growth. ActiveProspect’s decision to spin off InfutorData reflects a strategic bet that enterprises will prioritize modular, best‑of‑breed solutions over monolithic platforms. As retailers double down on owned media—evidenced by the rapid expansion of retail media networks at Amazon, Walmart, and Target—high‑quality identity data becomes a prerequisite for effective cross‑channel attribution.
Top Insights
- Strategic split – ActiveProspect isolates compliance‑focused lead generation from identity enrichment, reducing integration friction for enterprise stacks.
- Competitive pricing edge – InfutorData aims to undercut legacy DMPs, making high‑quality identity graphs accessible to mid‑market advertisers.
- Regulatory compliance – Built‑in TCPA, GDPR, and CCPA safeguards help marketers meet tightening privacy standards without sacrificing data utility.
- Speed to market – Forrester data suggests a 30 % reduction in activation latency when enrichment stays within a single vendor ecosystem.
- Industry shift – The rebrand mirrors a broader move toward modular, AI‑powered data platforms that can plug into major ecosystems like Google, Amazon, and Adobe.
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