Celebrus, also known as D4t4 Solutions, is a publicly owned company headquartered in the UK. Established in 1985, the company has approximately 160 employees and operates as a global business in over 30 countries. It specializes in frictionless data capture across all digital channels and devices, ensuring compliance by design and making digital data instantly usable wherever required.
Celebrus recently discussed the complexities of customer identity, publishing a guide on identity stitching on April 29, 2026, which addresses how fragmented and incomplete customer views typically prevent organizations from achieving a single customer perspective. Previously, on April 22, the company highlighted data analytics issues caused by privacy-first browsers and suggested four ways to fix data analytics in a privacy-first world, noting that marketers' traditional assumption of consistent tracking across browsers no longer holds true. Earlier in April, on the 16th, Celebrus explained the meaning of "(not set)" in Google Analytics 4 (GA4) reports, a label often seen where clear data is expected. This follows discussions on April 14 regarding identity-led behavioral fraud detection for retail banking personalization, emphasizing the increasing pressure on fraud teams due to evolving fraudsters and multiplying attack vectors, alongside expectations to reduce friction and maintain compliance. The company also provided insights into what constitutes a customer profile on April 8, defining it as a data-driven description of an ideal customer built from behavioral, demographic, psychographic, and firmographic data to help teams understand customers and deliver personalized experiences.
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