Which operator in an automation rule requires an exact match?

The operator that requires an exact match is indeed "Is." When using the "Is" operator in an automation rule, the value being evaluated must precisely match the specified criterion. This means that it looks for an exact duplication of the value within the data set, ensuring that no variation, such as additional spaces, different casing, or other discrepancies, will satisfy the condition.

In contrast, the other operators serve different purposes: "Isn't" requires that the value does not match what is specified, "Contains" searches for any instance of a string within a value (which allows for broader, partial matching), and "Doesn't contain" checks for the absence of the specified string anywhere within the value. This distinction is crucial for anyone working with automation rules in Pardot, as understanding how these operators function helps tailor marketing automation processes effectively.