Brands must opt for identity resolution to better prepare for third-party cookie exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2021, 2:53 PM UTC

Identity resolution can help improve targeting by creating a holistic single view of the visitor by gaining information about the device-to-device activity.

With the demise of third-party cookies, marketers can rely on identity resolution to leverage relevant and protected targeting data, to sustain ad value and CPMs. Identity resolution connects data across channels and creates profiles on individual users. Such user profiles can include data across distinct systems, such as email marketing lists and survey responses.

This collected data about a single user can then be assigned to a unique ID, offering a single view of the customer. These profiles, called “identifiers” offer information on user habits, lifestyles and demographics. Relying on identity resolution can help publishers not only analyse unknown visitors but also aid in establishing a consistent user experience.

Identity resolution can also help improve targeting/segmentation efforts, which can drive higher CPMs. Further, businesses can create more accurate customer data using identity resolution – necessary for making informed business decisions.  To effectively incorporate identifiers into their marketing strategies, publishers must identify which platforms, devices and digital channels to target.

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