is an identity resolution platform? //

Software that combines consumer identifiers across devices and channels in an accurate, scalable, and privacy-compliant manner to create an addressable and persistent individual profile is called an identity resolution platform.

Identity resolution platforms allow marketers to “close” the loop on customer marketing, compliance and analytics with a holistic view of all customer touchpoints and channels. These identifiers should include both offline (name, address and phone number) as well as online (devices, email, cookie, mobile ad ID, or mobile ad ID).

These platforms are important for what?

These platforms have been gaining in importance due to a number of factors over the past few years.

Say goodbye to cookies from third parties

Tech companies are gradually phasing out third-party cookies and mobile IDs due to privacy concerns. This is driving interest in identity resolution platforms.

To target ads based on these data, marketers have relied for years on third-party cookie and mobile IDs. Innovid surveyed 83% of marketers to see if they still used third-party cookies in mid-2021. This was a significant shift for many marketers who rely heavily on this technology.

The challenge of the walled garden

Due to the creation by Amazon, Facebook, and Google of “walled gardens”, marketers are losing access to huge pools of customer data. These closed ecosystems allow marketplace providers to keep control of user data.

These developments have prompted marketers to increase their efforts to gather more first-party information about prospects and customers, as well as to enhance their profiles in privacy compliant ways.

CTV is a great opportunity

CTV advertising – which includes display ads on your home screen as well as in-stream video ads via platforms like Hulu and Roku – is the fastest growing segment of digital advertising. With Netflix and Disney Plus investing heavily in ad-supported versions, their inventory is growing to meet demand.

Although connected TV isn’t hindered by third-party cookies and mobile ad IDs, the sector fragmentation means that identity solutions are crucial to enable advanced audience targeting.

Let’s take a look at how identity resolution platforms could help marketers tackle all these opportunities and challenges.

Get deeper: Identity resolution. How can platforms adapt to privacy changes?

The main capabilities of identity resolution platforms

Platforms for identity resolution support marketing processes related to measurement, targeting and advertising

Personalization for both anonymous and known audiences via digital and offline channels.

Almost all vendors of enterprise identity management platforms offer these core capabilities and features:

• Data Onboarding (online/offline matching).
• Proprietary identity graph.
• First-party data owned by the client
• Permanent identification of an individual or household member.
• Respect data privacy regulations
• APIs for integration with third-party systems
• Pre-built connections to martech/adtech platform.

Let’s take a closer look at the first two.

Data onboarding

Client data is usually onboarded via secure File Transfer Protocol (SFTP), but some vendors offer direct API transfer or pixel synchronizations. The goal is to create a customer view across all devices.

The goal is to support persistent customer IDs throughout the identity resolution process. This means that the ID will follow the individual or household even if identifiers change (which they invariably do). The customer ID will not change if browser cookies are deleted or expire, or if customers purchase and use new devices.

Identity graphs

Many identity resolution vendors have a proprietary database or identity graph that contains all known identifiers that can be correlated with consumers. An identity graph is not a standard model.

Identity graphs can also include demographic, behavioral and financial data, as well as purchase and lifestyle data. These data may be compiled from third-party sources such online news sites, surveys, purchase transactions (ESPs), email service providers (ESPs), motor vehicle records and voter registrations.

Get deeper: Marketers make identity management a top priority

Benefits of identity resolution platforms

Enterprise marketers have made it a priority to connect consumer identifiers.

To exceed the customer’s expectations and create a customized brand experience, we strive to meet them. Automating the

The following are some of the benefits that can be obtained by using an identity resolution platform

• Deeper customer insights.
• Accurate personalization.
• Customer experiences that are seamless.
• A stronger privacy governance, compliance and risk management.
• Campaign tracking and attribution are enhanced across channels.
• Marketing ROI increases

Download our free report to learn more about the benefits and capabilities of this crucial technology.

MarTech first published the post What’s an identity resolution platform?