By Noam Ben-Yishai IntentIQ's Head of R&D
For the better part of the past decade, marketers have strived to achieve a unified customer view, also known as a “single view of the customer.” Despite the advances that have been made in marketing technology, the unified customer view is very hard to attain, mainly due to evolving data privacy regulations. Now that third-party cookies are on the brink of extinction, marketers will have an even harder time achieving the 360° customer view they need to create accurate targeting.
Going forward, identity resolution will prove crucial in providing a comprehensive customer view to advertisers and publishers. But what exactly is identity resolution? Read on to find out.
What is Identity Resolution?
Identity resolution is a marketing strategy that attributes all customer behavior to single, unified customer identity, including interactions on different devices, platforms, and channels. Identity resolution technology creates single customer identities from all this information, which advertisers can access and use for more targeted marketing purposes as well as important for attribution. At the same time, identity resolution is designed to comply with user privacy regulations.
Marketers that don’t use identity resolution can collect data from customers who use desktop and mobile devices, but they have no way of knowing that the data they’re getting is actually from the same customer. Identity resolution reconciles the data drawn from different sources so advertisers can attribute different activities to the same customer and the ads they viewed.
What is an Identity Graph?
Identity resolution is based on an identity graph, a database that collects customer data from multiple sources and binds them into a single user identity. Data includes lifestyle, habits, demographics, devices, and more. Each collection of data is assigned a unique ID number, and advertisers can deliver targeted ads to this ID number or tie actions and impressions using this ID across all devices and channels.
While these ID numbers are a good starting point, they’re not meant to be collected and ignored. If the IDs remain static, the identity resolution strategy becomes outdated. Since the digital environment is constantly changing, data and ID collection must remain continual, and marketing strategies must be adapted to reflect each user's new information.
Identity Resolution Increases Ad Accuracy and Quality
Recent research from Forrester Consulting shows that advertisers waste $.21 of every advertising dollar because of poor data quality. A marketing strategy that involves identity resolution can increase ad quality since it provides advertisers with more accurate data. This not only increases ad accuracy but also saves a significant amount of money.
The Intent IQ Solution
Intent IQ’s Identity Device Graph is one way we help advertisers and publishers create more efficient targeted advertising. The Graph is specifically designed for a cookieless world and enables cross-app, cross-site, and cross-device targeting and attribution in a privacy-friendly fashion. Our Graph accuracy is 92%-97%, measured deterministically with 4 million different samples every 24 hours.
Don’t ignore the changing landscape of online advertising—get the most accurate, cost-efficient data with IIQ’s Identity Device Graph. Contact us here to learn more.