Frequentyly Asked Questions
WHAT SERVICE DOES VERIGLIF ACTUALLY PROVIDE?
Veriglif is a technology solution that allows various data stakeholders (collectors, sample providers, buyers and consumers) to connect and transact. Veriglif does not directly compete with anyone in the existing research, data and insights ecosystem. We are the digital connective tissue, a 'network of networks', that allows consumer data to be verified and exchanged with permission for mutual benefit.
HOW IS VERIGLIF GDPR COMPLIANT?
Veriglif does not store any PII data. All network participants own and control their data assets within their own database and/or platform. Only they will have access to the raw data. Veriglif will only store hashed identity attributes for the purpose of matching. Veriglif provides a complete lineage of all data assets transacted in the network that may be used to request removal of data from any network participant. Veriglif also supports global consumer opt-outs.
WHAT IS A DATAGRAPH?
Think of it as an extensive verified permission-based view of consumers at the individual level, matched together from multiple independent sources of data. There is no central database, rather it is a distributed network of existing databases and platforms owned and operated outside the Veriglif network. Each network participant can fully control the amount of data they share and with whom they share it with.
HOW IS VERIGLIF DIFFERENT TO THE CURRENT PANEL MODEL?
Veriglif is not creating a new panel or marketplace, it is creating a way for various organisations to participate together for the benefit of the entire ecosystem. Panel companies are invited to be part of the ecosystem, and those who are part of the ecosystem will have new opportunities to benefit financially from their existing solutions.
WHAT IS THE DIFFERENCE BETWEEN PUBLIC AND PRIVATE BLOCKCHAIN?
Our solution is based on IBM’s enterprise grade permissioned private blockchain (known as Hyperledger) which is different to the more commonly known public blockchain. Some of these differences include:
All network participants are identified and ‘known’ - there an no anonymous participants
Data may be private and only visible to the specified participants
There is no public mining to produce the blocks
Only those permitted by Veriglif may run a node of the network
DOES THAT MEAN YOU CAN HELP TO ENRICH 1ST PARTY DATABASES?
This is a major part of the value that Veriglif provides. 1st party databases can be enriched from other data within the ecosystem in a permissioned way. There is no need to provide PII to anyone, and Veriglif does not take possession of any PII at any time from any source.
WHAT IS A TRANSACTION?
A transaction is any data interaction with the network. There are many types of transactions, some have a cost associated with them and some have no additional charge. Examples of transactions include:
Enrolling an ID on the network
Verification of an ID
Querying an ID quality score sent by a data owner. It is not possible to query an ID unless permitted by the data owner
Purchasing data linked to an ID
Querying external data sets and attributes of an ID
IF WE PARTICIPATE, HOW DO WE MAINTAIN OUR COMPETITIVE ADVANTAGES?
Veriglif, nor your competitors, will not have access to the individual linked data stored within the network participants own system (e.g. panel company). Veriglif may query the network participants system to provide summarized results such has how many records meet a given criteria, for the purpose of informing a potential buyer. Network participants may also prevent searching or purchasing of data by competitors if they wish to do so. There is no way for competitors within the ecosystem to gain an unfair advantage or uncover proprietary knowledge.
HOW WILL I KNOW WHAT TYPE OF INFORMATION IS AVAILABLE FOR A CONSUMER?
Each piece of identity information (attributes of a person or entity) is categorised with a standard taxonomy. The actual raw data is hashed and not visible to anyone including Veriglif. This will allow a research data buyer to enrich their data with additional attributes that they require.
HOW WILL YOU BE SURE THAT CONSUMER RECORDS MATCH?
Prior to hashing (encryption) all records are normalized/standardized for consistency, and optionally broken down into components (e.g. an address is broken into city, state, etc) and alternatives created where possible (e.g. a name without the middle name); these greatly increase the chances of matching. If the hash values match 100% according to the matching rules applied then we can be sure that the records match.
IF TWO OR MORE SAMPLE SUPPLIERS HAVE THE SAME CONSUMER RECORD, CAN ONE REQUEST ADDITIONAL DATA FROM THE OTHER?
Yes, Veriglif will enable this type of data enrichment only if the sample supplier approves it. Each network participant will be categorised (e.g. research buyer, sample supplier, etc) and permission rules can be set for each category or a specific network participant (e.g. prevent a direct competitor).
WHO CAN SEE DETAILS OF A TRANSACTION
Only the participants to a transaction can see the transaction details and directly download/view any linked data that is purchased as part of the transaction. The purchased data does not pass through the Veriglif network.
WHAT IS A STRONG IDENTIFIER?
A strong identifier is an attribute of an identity that is likely to be globally unique and proof that the identity represents a real person. For example, strong identifiers include a social security number of other government identification numbers (licence, passport etc). These will produce a much higher identity score.
WHAT IS AN IDENTITY SCORE?
An identity score is a metric that represents the 'strength' of the identity record. The strength is calculated by a weighted sum of all the identity attributes that are a match with an external validated source.
WHAT ABOUT THIRD PARTY IDENTITY VERIFICATION?
We will also (if requested) conduct third party verification for individual identities. These may vary but could include things like credit reporting agencies, or KYC style check at the high end of the spectrum. We also have a number of network participants who have large lists of pre-verified identities to perform matching against also.
WHAT IS THE COST OF USING THE SYSTEM?
The exact pricing is still to be determined, but we expect there to be cost associated with certain transactions on the network. There are also some implementation costs (post-Pilot). Either Veriglif can assist with implementation into your systems, or your in-house IT teams can do that.
HOW DO WE KNOW YOU WON’T PIVOT YOUR BUSINESS MODEL AND EITHER START CHARGING MORE OR START DEALING DIRECTLY WITH CONSUMERS?
Veriglif is publicly committed to being the digital connective tissue that brings the world’s consumer data ecosystems together. If we were to radically pivot in a way that was considered unfair, the market would simply not tolerate this. It is not in our best interests. Additionally we are actively inviting the industry to take an ownership stake in Veriglif which comes with the advantages of full transparency.
HOW DO YOU PREVENT FRAUD?
The key driver of ‘fraud’ is the inability to verify a person’s true identity (if indeed they are a person). Through our revolutionary data matching methodology against external validated sources, Veriglif provides a ‘true picture’ of a person’s identity. This improves targeting capabilities, eliminates duplication, and introduces detailed data traceability.
WHAT ABOUT HACKING AND SECURITY ? WON'T YOU BE A BIG TARGET FOR HACKERS.
We will be ISO 27001 certified. Our system will never store raw data, only hashed data. The hash will be computed with military grade and cryptographically secure hash algorithms. Visibility of data is controlled by permissions, participants can decide what data they want to make available and with whom they make it available.
CAN I RESTRICT THE SALE OF MY DATA TO MY COMPETITORS?
Yes. The private enterprise blockchain technology that we are using (IBM Hyperledger) requires all participants to be identified and also allows you to choose with whom you transact with. For example, a sample provider may choose to prevent all other sample providers from purchasing their data or they may individually select only those other sample providers that are allowed to purchase their data.
HOW DOES VERIGLIF OVERCOME FRAUDSTERS AND THIRD PARTY BAD ACTORS?
Veriglif will ensure that all participants are identified. This will ensure that no-one can transact anonymously and all operations will be traceable by Veriglif. Additionally the design of the data storage means that we never store PII, only hashed data.
CAN YOU TELL ME HOW RESPONDENT WILL BE REWARDED FOR THE SALE OF THEIR DATA?
Respondents initially will continue to be rewarded in the same way they are right now. At a later stage Veriglif may introduce reward tokens that can optionally be used at the sample provider's discretion.