An individuality solution level is bundle that integrates user identifiers crossed channels and devices successful a mode that is accurate, scalable and privateness compliant to make a persistent and addressable idiosyncratic profile.

Identity solution platforms alteration marketers to “close the loop” connected lawsuit marketing, analytics and compliance with a broad holistic presumption of enactment crossed each of an organization’s lawsuit touchpoints and channels. Such identifiers tin and should encompass some online (device, email, cooky oregon mobile advertisement ID) and offline (name, address, telephone number) information signals and attributes.

Why are these platforms important?

A fig of cardinal factors person promoted the value of these platforms implicit the past mates of years.

Goodbye to third-party cookies

The ongoing deprecation of third-party cookies and mobile identifiers, which tech companies are phasing retired owed to concerns astir user privacy, are fueling involvement successful individuality solution platforms.

Marketers person agelong depended connected third-party cookies and mobile IDs to people ads based
on information associated with these identifiers. As precocious arsenic mid-2021, 83% of marketers surveyed by Innovid were inactive utilizing third-party cookies, and, for galore marketers, their strategy was precise reliant connected this technology.

The walled gardens challenge

Marketers are besides losing entree to ample pools of imaginable lawsuit information owed to the instauration of “walled gardens” by Google, Facebook and Amazon. These closed ecosystems alteration the marketplace providers to support power of idiosyncratic data.

All of these developments are driving marketers to measurement up their efforts to cod much first-party information astir their customers and prospects, and besides heighten their profiles successful a privateness compliant manner.

The CTV opportunity

Advertising spending connected connected TV (CTV) – which includes show ads connected location screens arsenic good arsenic in-stream video ads connected platforms similar Hulu, Roku and YouTube – is the fastest-growing conception successful integer advertising. Meanwhile, with Netflix and Disney Plus investing successful ad-supported versions of their services, inventory is expanding to conscionable the demand.

Though precocious and connected TV aren’t hampered by a dependence connected third-party cookies oregon mobile advertisement identifiers, the fragmentation of the assemblage means individuality solutions are cardinal to enabling the much precocious assemblage targeting sought by integer advertisers.

Let’s look astatine however individuality solution platforms tin assistance marketers code each these challenges and opportunities.

Dig deeper: What is identity solution and however are platforms adapting to privateness changes?

Main capabilities of individuality resolutions platforms

Identity solution platforms enactment selling processes astir targeting, measurement and
personalization for some known and anonymous audiences crossed integer and offline channels.
Virtually each endeavor individuality solution level vendors connection the pursuing halfway features and capabilities:

• Data onboarding (including online/offline matching).
• Proprietary individuality graph.
• Client ownership of first-party data.
• Persistent idiosyncratic and/or household ID.
• Compliance with information privateness regulations.
• APIs for third-party strategy integration.
• Pre-built connections to martech/adtech platforms.

Let’s look astatine the archetypal 2 of those successful much detail.

Data onboarding

Client information is typically onboarded via unafraid record transportation protocol (SFTP), though immoderate vendors besides supply nonstop API transportation oregon pixel syncs. Data is processed with the extremity of establishing a cosmopolitan presumption of the customer.

The purpose is to enactment persistent lawsuit IDs during the individuality solution process, which means the ID follows the idiosyncratic (or household) adjacent arsenic identifiers change, which they inevitably do. For example, erstwhile browser cookies expire oregon are deleted, oregon customers bargain and usage caller devices, the lawsuit ID volition stay the same.

Identity graphs

Most individuality solution vendors support a proprietary individuality graph oregon database that houses each the known identifiers that correlate with idiosyncratic consumers. There is nary modular exemplary for an individuality graph.

Identity graphs whitethorn besides incorporated demographic, behavioral, financial, lifestyle, acquisition and different information compiled oregon licensed from third-party sources, specified arsenic online quality sites, acquisition transactions, surveys, email work providers (ESPs), centrifugal conveyance records, elector registration and different nationalist records.

Dig deeper: Marketers marque identity solutions an urgent priority

The benefits of utilizing individuality solution platforms

Connecting user identifiers has go a mandate for endeavor marketers trying to
meet oregon transcend lawsuit expectations for a personalized marque experience. Automating the
process with an individuality solution level tin supply the pursuing benefits:

• Deeper lawsuit insights.
• Accurate personalization.
• More seamless lawsuit experiences.
• Stronger privateness governance, hazard and compliance.
• Enhanced cross-channel attribution and run tracking.
• Increased selling ROI.

Learn much astir the capabilities and benefits of this captious exertion by downloading our escaped report.

Identity solution is not lone captious to selling occurrence but is indispensable for compliance with user privateness laws specified arsenic CCPA and GDPR. Explore the platforms indispensable to individuality solution successful the latest variation of this MarTech Intelligence Report.

Click present to download!