6 ingredients to create a fully baked identity strategy

Identity. It’s the holy grail sitting at the core of digital advertising and powering personalization, measurement and efficiency. With third-party cookie deprecation looming and Apple’s pending IDFA changes this spring, marketers are preparing for a future where identity resolution can be achieved without heavily relying on such ingredients. While some brands have been preparing for years, others are still collecting ingredients and figuring out how they can personalize for consumers, long-term.

Regardless of where you are on this spectrum, there is one truth you can count on: There is no single identifier that will give you a recipe for success. The advertiser and ad-tech companies that leaned too heavily on one ingredient or another are now scrambling to reconfigure an identity recipe that will still yield personalization.

What we know for certain is that a combination of deterministic and probabilistic identifiers is the only way to scale your identity resolution while maintaining accuracy and stability. As an added benefit, a diverse identity resolution strategy mitigates against the increasing deprecation of third-party identifiers.

If you’re overwhelmed or confused by what exactly you should be changing and modifying in your marketing strategy to account for these much-hyped changes—you’re not alone. You must first understand the key ingredients that go into this recipe called “identity.”

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The Unilever U.S. team had identity challenges: For years customers received emails and visited the website, but not always by clicking through Unilever’s emails. Those website visits were being read as net-new interactions with the brand, even though many were from loyal customers across the Unilever portfolio.

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