Knowledge and Support Center

DeDuplication Rules

DeDuplication rules are set up by the marketer and are based on email address, phone number, asset or combination of these. Marketers can choose to reject the lead if the lead data:


For example, if you have one campaign that you’re running with multiple demand partners, it’s common to not allow duplicates within a single partner but to allow duplicates between partners. Leads can be considered duplicate based on:

  • Email Address
  • Phone Number
  • Email & Phone: Two leads cannot have the same email AND phone, but two leads could have the  same  email  as  long as  phone number is  different, and  vice  versa.
  • Email & Asset: Blocks duplicates based on email address and asset downloaded. Leads with the same email address but have downloaded different assets will be accepted.


When a duplicate is found the marketer can set the source to reject if the lead is delivered and:

  • Already exists in the Source. If the demand partner has previously submitted the lead data for this specific source, the lead will be rejected.
  • Already exists in the Campaign. If any demand partner has previously submitted the lead data for this specific campaign, the lead will be rejected.
  • Already exists for the Demand Partner. If the demand partner has previously submitted the lead data for any campaign, the lead will be rejected.
  • Already exists in the Account. If the marketer has already received this lead data from any demand partner or campaign, the lead will be rejected.

A timeframe to look back for duplicates will also be provided (i.e. look back 90 days).


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