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Identity Resolution and the Changing Ecosystem

  • - Daniella Harkins
  • 2 min read

It’s no secret—the martech and adtech industries are becoming incredibly complex to navigate. In an ever-changing ecosystem, marketers and advertisers are continually playing catch-up with the latest shifts in platform and technologies. With so many disparate pieces to the puzzle, integrating across media, technology, and systems of record is even more critical to creating people-based campaigns.

Putting the data puzzle pieces together

Marketers must aggregate these disparate pieces of data in order to reach their key consumers. Identity resolution links all these data sets together at a people-based level, allowing marketers to develop a better understanding of their target consumers.

To begin the process of resolving customer data to single, unique IDs, marketers must first consider which disparate data sources and platforms they want to connect. For some marketers, a single tech stack option, like a marketing cloud service, can provide an all-encompassing option, whereas a best-of-breed approach allows you to choose the tools that work best for you. Determining which approach to take involves multiple variables, depending on your various needs and circumstances.

Neutral players

If going with a best-of-breed approach, marketers need an identity resolution partner that is a neutral player ensuring no conflict of interest, and enabling stronger omnichannel partnerships and enhanced integrations. Finding a trusted, neutral partner will enable your organization to safely and securely cover more ground in connecting the dots for your marketing campaign within the martech and adtech ecosystem.

Omnichannel Experience

Identity resolution is built off of a people-based identity graph, which allows marketers to reach their target audience with their omnichannel campaigns. Understanding consumer behaviors both offline and online, and through various devices and channels in a privacy-first manner allows marketers to better target consumers for higher conversion rates, better digital efficiency. ROIs and ROAS can be realized much faster. Marketers can also onboard second- and third-party data to augment their own first-party data for a deeper understanding of their customers.

Choosing your identity resolution partner is the fundamental first step to achieving omnichannel people-based marketing. While selecting an identity resolution partner can be a bit nuanced, here are eight criteria to consider when evaluating a potential partner, to make the process a little less daunting. Want to know more about identity resolution? See more on why identity resolution is important to every marketer.