Identity Resolution: Let's Start with the Definition
Posted: Wed Feb 12, 2025 9:12 am
Gartner defines identity resolution as “ the discipline of recognizing people across channels and devices and associating them with information used for marketing and advertising. It uses a constellation of tools, techniques and data .”
The term “identity resolution” thus defines the ability to know, but above all, to recognize each individual user and customer , in real time, thanks to the convergence and “resolution” of the different identifiers assigned during different interactions in different channels and touchpoints.
360 degree customer view
Tools, techniques, data: Identity resolution works on an identification and traceability jordan mobile database process that goes beyond third-party cookies and takes into account Zero-party data , First-party data , Mobile Advertising Identifier (MAI), which is the identifier provided by the operating system of a mobile device, and Universal Identifier, i.e. cross-platform tracking systems implemented by identity resolution platforms.
Although in words the concept seems very simple and intuitive, its scope certainly cannot be considered as such.
Data and information are distributed across multiple touchpoints, throughout the customer journey: until now, the main technological solutions on the market in the fields of martech and adtech only allowed separate management of this information , especially if it involved anonymous and persistent identifiers.
Identity resolution has , in fact, made it possible to overcome this divide in order to create a true single customer view , while preserving privacy!
The term “identity resolution” thus defines the ability to know, but above all, to recognize each individual user and customer , in real time, thanks to the convergence and “resolution” of the different identifiers assigned during different interactions in different channels and touchpoints.
360 degree customer view
Tools, techniques, data: Identity resolution works on an identification and traceability jordan mobile database process that goes beyond third-party cookies and takes into account Zero-party data , First-party data , Mobile Advertising Identifier (MAI), which is the identifier provided by the operating system of a mobile device, and Universal Identifier, i.e. cross-platform tracking systems implemented by identity resolution platforms.
Although in words the concept seems very simple and intuitive, its scope certainly cannot be considered as such.
Data and information are distributed across multiple touchpoints, throughout the customer journey: until now, the main technological solutions on the market in the fields of martech and adtech only allowed separate management of this information , especially if it involved anonymous and persistent identifiers.
Identity resolution has , in fact, made it possible to overcome this divide in order to create a true single customer view , while preserving privacy!