Identity resolution is a process of matching the identifiers of all devices and touchpoints to a single profile, helping brands create a coherent, omnichannel view of the consumer. It allows them to recognize customers when they appear at their properties and offer personalized experiences. Identity resolution is the science that connects the growing volume of consumer identifiers to a person as they interact across channels and devices. Most identity resolution providers maintain a patented identity graph or database that contains all known identifiers that correlate with individual consumers.
This graph can incorporate demographic, behavioral, financial, lifestyle, shopping, and other data collected or licensed from outside sources. It can also 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. Identity resolution is usually done through probabilistic matches, which means that algorithms and patterns are used to make an informed assumption that links a customer to their various devices, identities, or other data in the identification graph. Many providers of identity resolution platforms follow the advertising industry guidelines of the Digital Advertising Alliance (DAA) or the Interactive Advertising Bureau (IAB).
Probabilistic identity resolution allows you to reach a lot of people, but if you sacrifice accuracy, they may not be the people you want to reach. Some providers use hybrid approaches to identity resolution, which attempt to compensate for deterministic and probabilistic weaknesses while capitalizing on their advantages. Once the identity resolution system collects all terrestrial, digital and device data, depending on the technology and data sets, it can provide one of two types of matches: a probabilistic or deterministic match.
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