Traverse Data Changes Its Identity, Helps Companies Find Yours

Traverse Data, which just changed its name from Traverse LLC, collects consumer information from online registrations, replaces personal identifiers with unique-but-anonymous hash keys, and licenses the result to companies that link customer data for onboarding, retargeting, attribution, cross-device marketing, and personalization. In addition to a new name and Web site, the company just raised $1 million. The Web site features a match-the-picture-to-the-profile game that is probably just intended to be fun but might also be a sly comment on Internet privacy and identity. I certainly hope so.