Marketers love buzzwords. Every year it seems like there is a new hot topic with new marketing jargon telling you why you should care about the concept. A catchy phrase or a new product name can easily be used to hook you in. This year is no different. Cookies are going away and many growth-minded business leaders are concerned about what that means for their revenue growth. How are they going to reach their customers? Will their DMP still work? What about third-party audience targeting? Identity resolution has emerged as a trending topic of conversation. Let’s take a step back and talk about what this actually means.
Identity resolution is the process of connecting people and households to their digital devices in order to create an anonymized digital profile of each individual.
For AdTech companies, your client’s customer journey has gotten so complex with interactions from multiple devices, mediums, and locations. Each interaction creates a unique data point that can be captured and stored. For many brands, It can require 10, 20, or 50 interactions to acquire a customer. Knowing when and how to act on these interactions is challenging for many companies. Identity Resolution ties all of these interactions together to create a unified, holistic, view of each customer’s interaction with a certain brand or product. The technology backbone of the advertising ecosystem can then build products that turn these customers into targetable segments and measure advertising performance against them. This is what AdTech companies require to deliver an exceptional customer experience across all marketing channels.
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