Acoustic Exchange defines an x1Id for each new unique identifier that is discovered when it evaluates incoming events.

Because unique customer identifiers are associated with a particular individual, each x1Id is also associated with a single individual. However, that single individual can initiate events in different endpoints that publish event data to Acoustic Exchange. The different endpoints can associate different identifiers with the same individual. In this situation, Acoustic Exchange can sometimes create multiple x1Id entries for the same person.

Each time Acoustic Exchange receives a published event, it compares customer identity information in the incoming event to values for all x1Id entries. Any new customer identifiers that Acoustic Exchange can correlate to existing records are added to the x1Id entry. Over time, Acoustic Exchange accumulates unique customer identifiers for the x1Id entries in the Identity Store.

Acoustic Exchange continually attempts to collect new identifiers, and compares them to existing known identifiers. When it finds the same type of identifier, Acoustic Exchange can join the x1Id records for the individual. The result is a better understanding of how the individual behaves in multiple endpoint applications. In effect, merging x1Id records gives the marketer a view of the customer in multiple commercial contexts.