Dataline

What Dataline does

Dataline, Inc. is a privately held US provider of consumer marketing information and data-driven analytics services, founded in 2000 and headquartered in Princeton, NJ, with a secondary sales office on Long Island, NY. The company's core asset is a proprietary multi-dimensional consumer database covering over 230 million individuals and approximately 2,000 demographic, psychographic, and transactional data points per consumer, refreshed monthly with over one billion records. Sub-assets include 3 billion transactional buyer records, 2 billion digital IDs, 267 million publishing records, 124 million catalog/retail buyer records, 63 million realty records, 130 million date-of-birth records, and 32 million non-profit donor records.

Dataline monetizes this asset through four product pillars: a subscription-based Consumer Database (with cooperative databases / "Co-Ops" where contributors share and consume data), Analytics Services applying statistical modeling and logistic regression to build custom audiences, the DataLink(SM) Taxonomy providing 500+ digital audience segments for online targeting, and Audience Predictor(SM) for custom model-based customer acquisition and reactivation programs. Supporting services include direct mail/email/display/mobile campaign optimization, fraud mitigation, and data hygiene/verification. Go-to-market is exclusively B2B enterprise sales through a consultative direct sales team targeting major publishers, large financial institutions, major insurers, non-profit organizations, well-known catalogers, and digital advertisers.

The company is founder-led (Paul Sobel, formerly of Experian and Database America), bootstrap-funded with no disclosed external investors, parent, or subsidiaries, and operates with 11-50 employees. Revenue is not publicly disclosed, pricing is quote-based, and the company operates as a registered Texas data broker with an active Privacy Portal aligned to CCPA and state privacy laws. Distribution is single-country (US), with no self-serve channels, API, SDK, or marketplace presence.

Name

Dataline

Legal name

Dataline, Inc.

Website

https://datalinedata.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Consumer Data and Marketing Analytics Services

NAICS

Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Direct Mail Advertising Services (7331), Services-Computer Processing & Data Preparation (7374), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

Keywords

• Consumer marketing data
• Database marketing services
• Custom audience modeling
• Digital audience targeting
• Cooperative data services

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Cooperative Database Services (Co-Ops): Dataline operates several Cooperative Databases containing consumer, publisher and non-profit transactional information contributed by marketers and organizations with contractual relationships. Data contributors include first and last name, physical and email address, and transaction information.
2. Marketing Information Services: Provides marketing information regarding which customers or prospective customers are most likely to be interested in certain offers. Helps identify and understand customers better through insights. Services include catalog and offer selection, non-profit donor identification based on prior donation history.
3. Online Targeting/Audience Segments: Creates defined audience segments based on demographics and shared interests or preferences (e.g., sports enthusiasts, frequent travelers). Works with data partners to match information through de-identification techniques with online cookies and identifiers for targeted advertising campaigns.
4. Additional Marketing Services: Assistance in targeting and optimizing direct mail and email campaigns, display, mobile and social media marketing. Measures effectiveness of ad campaigns. Analyzes and optimizes proprietary databases, fraud mitigation. Provides verification and data hygiene services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Dataline operates a proprietary multi-dimensional consumer database of over 230 million individuals (2,000+ data points each), updated monthly with over 1 billion records, and sells customized data sets, custom statistical models, digital audience segments, and analytics services to direct marketers. Core deliverables include the Consumer Database, DataLink(SM) Taxonomy, Audience Predictor(SM) custom modeling, Cooperative Database (Co-Ops) services, campaign optimization, and data hygiene.

Product overview

Dataline is a provider of consumer marketing information operating a multi-product portfolio built around its core proprietary consumer database of over 230 million individuals. The platform is organized around four main pillars: (1) the Consumer Database containing billions of records across non-profit, realty, catalog, publishing, digital IDs, and transactional data; (2) Analytics Services using sophisticated statistical analysis and custom modeling; (3) DataLink(SM) Taxonomy for digital audience segmentation with 500+ online segments; and (4) Audience Predictor(SM) for custom model-based targeting. The company also operates Cooperative Databases (Co-Ops) for shared data contributions and provides marketing services including campaign optimization, data hygiene, and online targeting capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Consumer Database Comprehensive consumer and business database covering over 230 million individuals and 2,000+ demographic, psychographic, and transactional data elements, updated monthly with 1 billion+ records. Includes Non-Profit Donor Data (32M), Realty Data (63M), Catalog/Retail Buyer Data (124M), Date of Birth Records (130M), Publishing Data (267M), Digital IDs (2B), and Transactional Buyer Data (3B).
• Analytics Services Data analytics services that convert data into actionable insights using statistical analysis to develop custom models, including consultative approach and marketing strategy recommendations to identify customer patterns and connections.
• DataLink(SM) Taxonomy Digital audience segmentation system leveraging Dataline's 230 million consumer database to deliver over 500+ online segments, sourced from actual purchasing transactions, lifestyle, behavioral, and demographic data.
• Audience Predictor(SM) Custom modeling solution that enables marketers to customize audience segments and deliver targeted actionable data sets tailored to each marketer's unique customer acquisition program.
• Cooperative Database (Co-Ops) Cooperative databases containing consumer, publisher, and non-profit transactional information contributed by marketers and organizations, enabling marketing services, online targeting, and audience segment creation.
• Marketing Services Services providing marketing information about which customers or prospective customers are most likely to be interested in certain offers, including direct mail, email, display, mobile, and social media campaign optimization and targeting.
• Data Hygiene Services Verification and data hygiene services that help companies clean their databases by verifying, removing, or correcting outdated, incorrect, or erroneous information.

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Partnerships

One partnership is on record.

• Data Partners (Unnamed)coreTechnology or IntegrationDataline works with data partners that 'match' consumer information through de-identification techniques (such as through coded data 'hashing') with online cookies and other identifiers, in order to target and measure ad campaigns online across various display, mobile and other media channels.

Scale indicators14 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Experian: Global data and credit reporting giant offering consumer marketing data, identity resolution, and analytics. Direct overlap with Dataline's consumer database and targeting use cases, but at vastly larger scale and with broader international reach.
• LiveRamp (formerly Acxiom): Leading identity resolution and data collaboration platform with a deep consumer data heritage from Acxiom. Comparable in providing compiled consumer data for cross-channel marketing, but with a modern, platform-centric technology stack.
• Epsilon (Publicis): Large-scale data-driven marketing and consumer intelligence provider within Publicis. Competes in the same buyer-side of compiled consumer data, audience targeting, and analytics services that Dataline serves.
• Merkle: Data-driven marketing solutions provider specializing in customer data platforms, analytics, and identity. Comparable on the analytics and customer targeting layer, though typically bundled with broader martech services.
• Equifax: Major consumer credit and marketing data provider with the Equifax Marketing Services division. Overlaps with Dataline's financial institution and insurance customer base, but operates at far greater scale with a credit-data backbone.
• Dun & Bradstreet: Provider of commercial and consumer business data, with comparable data licensing, audience, and analytics offerings. Strong overlap in direct marketing data and catalog/circulation use cases for large enterprises.
• Oracle Data Cloud (formerly Grapeshot/Datalogix): Oracle's data and audience business with deep offline transaction data assets. Highly comparable data approach (purchase-based audiences) and competes directly for digital targeting and measurement budgets.

Direct peers

• DataAxle (formerly Infogroup): Provider of compiled business and consumer data used for direct marketing, audience targeting, and analytics. Closely aligned with Dataline in customer base (catalogers, publishers, non-profits) and product set.
• TrueNorth: Cooperative database provider serving the catalog and direct mail industry with pooled multi-publisher transaction data. Closely analogous to Dataline's Co-Op model for publishers and non-profits.

Emerging players

• Lotame: Independent data collaboration platform with a global identity spine. Comparable on audience segmentation and data onboarding, but with a more technology-led and platform-driven model than Dataline's service-oriented approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dataline_inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dataline