The consumer graph
The consumer graph is the population Moonbrush scores. It holds U.S. adults, each resolved to one person and one household. As of October 19, 2026 it held 268,708,426 people. The count moves with each monthly rebuild; the product shows the live figure.
Where it comes from
Section titled “Where it comes from”The graph is licensed from a third-party identity provider and delivered as a full snapshot every month. Moonbrush does not treat each delivery as a replacement. Each monthly file is evidence that refreshes what Moonbrush already knows about a person, matched onto Moonbrush’s own permanent IDs. See Identity resolution.
What a person record holds
Section titled “What a person record holds”| Kind | Examples | Level |
|---|---|---|
| Demographic facts | Age band, state, ZIP | Person |
| Household facts | Income range, presence of children, marital status, homeowner status | Household |
| Professional facts | Job family, seniority, department, where present | Person |
| Model scores | Gravity picks and scores, each dated and versioned | Person |
Every age band the product offers starts at 18.
The behavioral feed holds browsing activity. It carries no purchase or transaction records, so no model in the catalog is built on a person’s purchases.
The monthly cycle
Section titled “The monthly cycle”Each month’s delivery goes through the same steps before any client sees it.
- Rehearse on a sample. The cycle runs first on a sample, with its expected results written down before it runs.
- Check identity. The run must produce zero duplicate people.
- Guard the population. A delivery that would drop an unusual share of known people is refused and held for inspection. The previous month keeps serving until the new one passes.
- Mark, do not delete. People missing from a delivery are marked absent. They are not deleted, so a person who returns next month is recognized rather than created again.
- Swap. The new month replaces the old one only after every check passes.
What the graph is not
Section titled “What the graph is not”- It is not a credit file. Moonbrush data and models may be used for marketing and engagement only, never for decisions about a person’s eligibility for credit, insurance, employment, housing, education or similar. See the Data Use Policy.
- It is not resolved from IP addresses or devices.