Identity resolution is a powerful tool for improving the quality of customer data. It eliminates redundancies, unifies data, and creates a more accurate view of customers. This allows marketers to better understand their interests and needs and how to attract them. Identity resolution platforms should be able to streamline integration with the customer's intelligent technology and advertising ecosystems by providing pre-designed (or native) connections and a wide set of APIs for custom integrations.
The goal of effective identity solutions is to achieve truly superior human-based marketing that allows marketers to recognize and reach real people across channels and devices in real time, rather than just marketing aimed at anonymous people or devices. Third-party identity graphics use cooperative data exchange agreements between multiple brands or publishers to create common, anonymous identity assets. An identity resolution solution that can organize internal data and, at the same time, improve it with external data points could be a priority for many organizations. However, given the rapid growth in the number of marketing platforms and channels, and with the fragmented data on all of these channels, both online and offline, it is more difficult than ever for marketers to do so.
Identity resolution is essential for complying with consumer privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) of the European Union. Many providers of identity resolution platforms follow the advertising industry guidelines of the Digital Advertising Alliance (DAA) or the Interactive Advertising Bureau (IAB). Third-party data sources, such as demographic or credit data, can help create a more complete identity. A quality customer data platform generates more use cases for identity resolution, with integrations that could be integrated into media buying, attribution and alternative solutions.
As consumer identities change and evolve rapidly, understanding how to achieve accurate, human-based marketing on digital and offline channels and devices represents a complex challenge for marketers. It is essential to understand the complexities of identity when creating a comprehensive identity solution that can help marketers achieve that holistic vision. Marketers are evaluating how they can access third-party data as the landscape changes, and identity resolution providers are partnering with CDP specialists to develop viable solutions. Depending on the system and purpose, identity resolution can focus on creating a unique identity for a person, household, or business.
The best-in-class solution will also go far beyond the data itself, as it will facilitate quality and data hygiene services to obtain an accurate and improved view of the data. Because identity can be a challenging and changing environment, it is important to ensure legal compliance and maintain consumer trust when managing identity.