January’s update marks an important inflection point as we enter the new year with a sharper focus on model performance, global expansion, and behavioral signal scale.
This release highlights targeted advancements across our identity and behavioral data layers, alongside a clear view into what’s ahead for Q1.
What's New: January Release Notes
Programmatic Historical Email
This month we’re introducing Programmatic Historical Email, a new capability designed to improve linkage and enrichment for legacy and incomplete records.
By leveraging common enterprise email patterns alongside a person’s work history, this feature generates probabilistic historical business emails that can be used for identity resolution and enrichment workflows.
Key characteristics include:
Applies across all non-consumer datasets
Designed to support record linkage where forward-looking email data may be limited
Currently delivering an average 40% fill rate
Q1 Roadmap Updates
International Business Person: General Availability
Following successful beta adoption, International Business Person is advancing toward General Availability in Q1.
The GA dataset will include the following improvements:
UPID, CCID, and time-stamped records
Ongoing investment in international B2B fill rates
Increased emphasis on job title freshness and normalization
Delivery cadence currently operates on a quarterly schedule, with active efforts underway to move toward monthly updates.
We’re also expanding our international footprint across digital identity with the introduction of International Digital Linkage, currently in Beta.
This new dataset supports:
IP-to-MAID linkages
MAID-to-HEM connections
IP-to-company associations
Early access is now available, with presale pricing and meaningful cost advantages for initial participants. If you’re interested in learning more about this dataset, please contact your 5x5 Account Executive or reply directly to this email.
Universal Person (UP) Model Enhancements
Q1 also includes continued refinement of the Universal Person model, with a focus on:
Improved testing frameworks
Higher linkage confidence
Measurable gains in overall model accuracy
These updates extend the multi-quarter trend of increasing predictability and stability across person-level identity, reinforcing the co-op’s role as a durable backbone for downstream analytics and activation.
Ongoing Data Improvements
Beyond discrete feature releases, January reflects continued momentum across the broader 5x5 data ecosystem:
Ongoing ingestion of net-new member data, expanding signal diversity and strengthening model performance
Continued onboarding of additional Supply-Side Platform (SSP) partners, driving a meaningful increase in Market Pulse behavioral signal volume
Together, these efforts support richer behavioral insights, stronger identity resolution, and more reliable performance across both B2B and digital use cases.
Looking at the Bigger Picture
As we move deeper into 2026, the co-op’s trajectory is increasingly defined by three reinforcing themes:
Stronger Models
Sustained investment in validation, testing, and identity resolution continues to improve accuracy and long-term predictability.
Broader Global Coverage
International person and digital datasets are moving rapidly from expansion to operational maturity, enabling reliable multi-market workflows.
Richer Behavioral Signals
Growing SSP participation is accelerating the scale and utility of Market Pulse data, enhancing real-world behavioral insight.
For full January release details and access to the latest data, please visit our knowledge base at: docs.5x5coop.com.
We value your feedback and questions. Reach out to us at nick@5x5coop.com to discuss how 5x5 can continue to be your most valuable data partner.
