Identity resolution – the science of connecting the growing volume of consumer identifiers to one individual as they interact across channels and devices – has become critical to marketing success and essential for compliance with data privacy laws. Identifiers can include an email and an IP or physical address, as well as a mobile phone number, digital tag or cookie.
Identity resolution platforms manage this process and maintain databases of persistent individualor household profiles based on multiple data sources. These platforms have become important tools for marketers implementing people-based marketing strategies, especially in the age of AI since these technologies rely on a solid data foundation to deliver insights and generate content.
MarTech's latest publication of the "Identity Resolution Platforms: A Marketer's Guide" examines the market for identity resolution platforms and the considerations involved in implementation. The 54-page report reviews the growing market for identity resolution platforms, plus the latest trends, opportunities and challenges. The report also includes profiles of 12 leading identity resolution platform vendors.
