Identity Resolution is the process of matching and linking together identifiers across systems, devices, and touchpoints. It is aimed at drivig personalized experiences across channels and platforms

Merkle’s Kelly O’Hara has published an article titled ‘How Marketers Can Navigate Identity Resolution’.

Higlhighting the importance of identity resolution, she says, “There is no shortage of reading material out there on the growing importance of identity resolution. The quickly approaching irrelevance of the third-party cookie is, first and foremost, on marketers’ minds as we turned the corner on 2020 and headed into 2021. Of course, the expansion of privacy regulation effectively created more risk for brands that do not pay close attention to identity resolution by creating inconsistent, and sometimes questionable, customer experiences. Also, at play is the continued importance of walled gardens in the commerce ecosystem which necessitates first-party data to create that connected customer experience.

As if that weren’t enough, the main reason you should care about identity resolution is because your customers do. They expect to see value in exchange for their data and that value isn’t always present. According to a Microsoft and iProspect report, only 15% of customers feel they are getting good value in exchange for granting access to their data. Not surprisingly, this is exactly in line with the Association of National Advertisers who found that only 15% of brands are able to identify audiences accurately and consistently across channels”.

How Marketers Can Navigate Identity Resolution

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