Glossary · Term
The rules that decide whether a call or lead is the same as one already sold, and to whom it may be resold.
Definition
Duplicate logic covers two questions: what makes two records the same (phone match, email match, hash of PII, time window) and what the network does when a duplicate is detected (reject, sell to a lower buyer, sell as a warm transfer, reprice). Both platforms and buyers have their own definitions, and reconciling them is where revenue leaks.
Why it matters
Buyer duplicate policies drive rejection rates and posted revenue directly. A publisher that duplicates 12% in-network but 4% cross-network requires different handling than one with the inverse profile. Getting this wrong either loses billable revenue on legitimate leads or triggers buyer disputes over billed duplicates.
How it fails in practice
The two systems disagree. Your platform considers a lead unique; the buyer's system considers it a duplicate and rejects the post without a clear reason code. The rejection never propagates to source-level reporting, and a publisher continues sending traffic that is silently unmonetized.
Related terms
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