Identity Resolution and MOS: The Benefit of Going Beyond Identity Matching
Posted: Wed Feb 12, 2025 8:47 am
When it comes to solutions focused on identity resolution processes, the most common risk is often running into platforms that rely on identity matching processes rather than identity resolution .
While this may be considered a non-issue when activities and strategies involve first-party data and brand-owned channels, it may become a non-issue when activities and strategies involve paid channels.
Let’s find out why.
In an identity matching process, there is usually the association of devices, emails or other digital identifiers with already known users/customers. An identity resolution process, on the other hand, relies not only on the possibility georgia mobile database of merging, but above all of resolving into a single ID, the different identifiers that are assigned to the same user in the different interactions with the different devices.
All this allows even more detailed profiling activities, which are certainly relevant for paid media activities.
Unified customer view
Blendee's Marketing Operating System enables the creation of complete, real-time, unified customer views through identity resolution processes .
At the base of the process, the construction of an identity graph which allows to collect and unify:
Device generated identifiers (MAID, TVID);
Identifiers generated by the application context (PPID, WEBID based on proprietary and third-party databases);
Strong identifiers (email, phone number) that are issued by the user during registration and authentication.
The various identifiers collected are linked and make it possible to define associations between identifiers of people and devices , when the user connects, association of devices of the AdTech platform (ID Matching), association between devices taking into account contextual attributes such as connection, geographic location which provide interesting data for profiling
In particular, Blendee's marketing operating system :
offers a data collaboration engine that allows you to capture and combine data to improve targeting accuracy in a privacy-friendly environment;
enables interaction with other identification systems through data clean rooms ;
allows the use of strong identifiers such as emails to retarget users on closed ecosystems such as Amazon, Google, Meta;
enables the use of enhanced privacy technologies (such as Google's Privacy Sandbox, profiling and cohort measurement) that are being marketed as the solution to the deprecation of third-party cookies.
At a time when more users are seeking and demanding personalized and relevant experiences, identity resolution solutions are key to winning strategies to increase revenue and retention.
While this may be considered a non-issue when activities and strategies involve first-party data and brand-owned channels, it may become a non-issue when activities and strategies involve paid channels.
Let’s find out why.
In an identity matching process, there is usually the association of devices, emails or other digital identifiers with already known users/customers. An identity resolution process, on the other hand, relies not only on the possibility georgia mobile database of merging, but above all of resolving into a single ID, the different identifiers that are assigned to the same user in the different interactions with the different devices.
All this allows even more detailed profiling activities, which are certainly relevant for paid media activities.
Unified customer view
Blendee's Marketing Operating System enables the creation of complete, real-time, unified customer views through identity resolution processes .
At the base of the process, the construction of an identity graph which allows to collect and unify:
Device generated identifiers (MAID, TVID);
Identifiers generated by the application context (PPID, WEBID based on proprietary and third-party databases);
Strong identifiers (email, phone number) that are issued by the user during registration and authentication.
The various identifiers collected are linked and make it possible to define associations between identifiers of people and devices , when the user connects, association of devices of the AdTech platform (ID Matching), association between devices taking into account contextual attributes such as connection, geographic location which provide interesting data for profiling
In particular, Blendee's marketing operating system :
offers a data collaboration engine that allows you to capture and combine data to improve targeting accuracy in a privacy-friendly environment;
enables interaction with other identification systems through data clean rooms ;
allows the use of strong identifiers such as emails to retarget users on closed ecosystems such as Amazon, Google, Meta;
enables the use of enhanced privacy technologies (such as Google's Privacy Sandbox, profiling and cohort measurement) that are being marketed as the solution to the deprecation of third-party cookies.
At a time when more users are seeking and demanding personalized and relevant experiences, identity resolution solutions are key to winning strategies to increase revenue and retention.