Data quality — how records are collected and checked
What a record is, where it comes from, and what we check before it reaches you.
Where records come from
Every record is a consumer who registered through an online sign-up or survey form in their own country. The date of each signup is stored with the record and included in your file, so you always know how fresh the data is.
What we check
- Email validation. Only records whose email passed validation when it was collected are sold.
- Mobile validation. Phone products only include records whose mobile number also passed validation.
- Adults only. Records without an age between 18 and 99 are never sold.
- Unsubscribes. People who unsubscribe are removed from inventory within an hour, and re-checked again at the moment your file is built.
- Suppression list. Anyone who asks us to stop distributing their details is added to a permanent suppression list, matched by email and phone.
- No repeats for you. We remember every record you have bought and never deliver it to you again.
What the interest data means
Gaming interest is the contact's own answer to a question asked at signup — for example whether they play casino games, bet on sport, or play the lottery. We do not infer interests from behaviour or from other data, and we only offer the filter where the question was asked.
What we never include
National identity numbers, IP addresses, device information and raw survey answers are never part of an export, whatever the source holds.
Freshness
Our inventory is synchronised every hour, and fully rebuilt every night. The counts in the builder are the counts at that moment, after all exclusions.