The Signal from Veraset

Product Update: Identify New Devices

Device metadata now includes an is_new_device flag. The flag is TRUE the first time we observe a device and FALSE for each subsequent observation, making it easier to distinguish first-seen devices from returning ones without building that logic yourself.  Today "new" is defined across all data and available through every delivery mode.

What this means: You can measure panel growth and turnover directly instead of estimating them from raw device counts. The flag also provides a simple way to segment new and returning devices and lays the groundwork for the new-device-rate and churn-rate metrics we’re building next.

Insights Corner: Back-to-School Shopping

Target leads back to school in-person shopping. At its peak, Target traffic was 42% above its pre-season baseline, well ahead of the other retailers we analyzed from late June through mid-August, including Walmart, Staples and Office Depot/OfficeMax.

The timing was interesting, too. Target traffic stayed relatively flat through much of July before jumping sharply in early August, making the 2026 season more compressed than what we saw in 2025.

What this means:  As shopping behavior shifts across online and physical channels, in-store visitation data can reveal when seasonal demand actually shows up and where. Interested in exploring back-to-school behavior in more detail or looking ahead to the holiday season? Get in touch with the team.

Privacy & Compliance: Connecticut Precise Geolocation Changes Coming October 1

Connecticut is the latest state to restrict the sale, sharing, transfer, or access of precise geolocation data, with the new requirements taking effect October 1, 2026.

What this means: Beginning October 1, Veraset will no longer make precise geolocation data available in Connecticut. But that doesn’t mean Connecticut is off the map. Imprecise geolocation data remains available and can still support a variety of use cases where pinpoint location isn’t required.

As always, our team is monitoring state-level privacy developments and adjusting our data offerings to remain compliant while preserving as much utility as possible.

Where to Find the Veraset Team

The next few weeks are busy ones on the event circuit. If you’ll be attending any of the following industry events, our team would love to connect!

Get in touch with Lee, Justin, or Ryan through their LinkedIn profiles linked below, or email [email protected] to schedule time with the team.

Thanks for reading,
Team Veraset