The web_identity array provides a reliable way to connect a company’s historical, social, or anonymized web assets to its current corporate identity. It can used to create a consolidated map of a company’s web presence beyond its primary website This may include current and historical domains, acquired-company domains, redirected URLs, shortened links, parked domains, and official profiles hosted on social and other third-party platforms.
A key component of Web Identity is the ability to track redirects between older and current web properties. Redirects often indicate that a company has changed its name, merged with another organization, been acquired, or consolidated multiple brands under a single corporate website. Capturing both the original domain and its current destination helps preserve the relationship between those entities.
This is especially important when older company records still reference a legacy domain. A former company website may no longer operate independently, but it may redirect to the website of the acquiring company or surviving organization. Web Identity allows RampedUp to associate the older record with the current company rather than treating the two as unrelated businesses.
For marketers, legacy domains frequently remain embedded in CRM records, contact databases, marketing automation systems, and historical campaign data. Contacts may also retain older business email addresses or company affiliations long after a merger, acquisition, or rebrand. Web Identity helps map those older identifiers to the appropriate current account.
These relationships improve lead-to-account matching, account hierarchy management, segmentation, reporting, and identity resolution. They also reduce duplicate company records and help marketers recognize that contacts associated with different domains may belong to the same broader organization.
By continuing to monitor redirects and related web properties, RampedUp can help customers keep company and contact records current while preserving valuable historical context. This creates a more complete and durable view of a company’s digital identity as its brands, domains, and corporate structure change over time.