Identity resolution
MarTech is your source for identity resolution content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions, and the identity resolution buyer’s guide.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Does your organization need an identity resolution platform?
Identity management platforms can be a big help to marketers, but do you need one? This guide will help you find the answer.
TransUnion announces data clean room partnership with Snowflake
Users will be able to access TruAudience identity-related data directly within Snowflake's data clean room, Samooha.
Google hits back at IAB Tech Lab Privacy Sandbox assessment
It took Google nine days to explain its pushback against the IAB Tech Lab's assessment. Criticisms are now detailed in a 28-page response.
How AI is making identity resolution platforms more effective
Customer demand for personalized marketing keeps rising and third-party cookies keep deprecating, AI helps IDPs fill in the gaps.
IAB Tech Lab slams Google Privacy Sandbox
IAB Tech Lab has published a detailed assessment of the Privacy Sandbox warning of major disruption for the advertising ecosystem. Updated with response from Google.
Amazon strikes pioneering deal with UK publisher in response to third-party cookie deprecation
Meantime, U.K. government to Google: Not so fast with cookie deprecation. There are competition concerns.
OpenX Deal Library will compare alternatives to cookies
Maybe we'll start to find out which alternatives to cookies work best.
LiveRamp acquires data clean room startup Habu
LiveRamp adds new data clean room capabilities with the acquisition of Habu.
Alternatives to third-party cookies: The state of play
As Google takes the first steps to remove third-party cookies from Chrome, what is the true state of play of the possible alternatives?
TransUnion unveils enhanced identity graph for marketers
TransUnion's new and improved identity graph uses AI to cluster identifiers and create individual and household profiles at scale.
InMobi launches new identity resolution tool
The Gradient will help advertisers address the evolving complexities of data privacy, user consent and personalized targeting.
CMOs say the end of third-party cookies is both a major challenge and a good thing
Google will end third-party cookie support in Chrome in a little more than a year. CMOs are nervous but welcome the change,
AWS unveils AWS Entity Resolution
The new identity resolution service is available for organizations of all sizes, with partner integrations coming soon.
3 approaches to merging profiles when resolving identities
Managing customer profiles effectively can lead to better customer experience use cases.
Two frameworks for resolving identity and improving customer experience
Keep use cases — and the customer — top-of-mind using these frameworks.
Gartner: Give up on the complete view of the customer
Is it time to abandon the 360-degree view of the customer? Gartner analysts seem to think so. Others disagree.
24 questions to ask identity resolution vendors during a demo
Identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
What can identity resolution platforms do for marketers?
Let's dive into the main capabilities and leading benefits of identity resolution platforms.
Identifying B2B and B2C consumers in a privacy-driven environment: The MarTech Conference keynote
Identity resolution platforms, zero-party data, data clean rooms and community building were among the approaches discussed during the conference kickoff.
How data clean rooms might help keep the internet open
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies.
Big Lots’ approach to building an identity roadmap
The retailer discusses identity challenges and how to align teams and technology to overcome them.
LiveIntent launches Identity Enrichment on Salesforce AppExchange
Salesforce customers can now use LiveIntent to match customers in their CRM against identity, demographic and behavioral data.
Marketers make identity solutions an urgent priority
Email-based identities are seen by marketers and publishers as of limited value.
Webinar: Use a golden record of data to enhance customer experiences
Learn how to deliver highly-personalized experiences with quality data.
Webinar: Deliver highly-personalized experiences with quality data
Tune in for ‘golden record’ use cases to drive consumer engagement and ROI.
Clean rooms expand for advertisers with Neustar and InfoSum collaboration
The partnership allows InfoSum clients access to Neustar Unified Identity.
MediaMath to support Unified ID 2.0
The ID framework developed by The Trade Desk joins MediaMath's identity marketplace.
TransUnion partners with Canvas Worldwide to boost omnichannel CX
A major player in the identity resolution space will make audiences available to a global media agency.
Google delayed third-party cookie deprecation: Why and what’s next?
An independent analyst offers his take on the significance of Google's cookie delay.
Google’s third-party cookie delay: Adtech reacts
The adtech and data world reacts to Google's latest delay on the death of third-party cookies.
Google again delays third-party cookie deprecation
Cookies will now remain in operation on Chrome until late 2024.
5 paths to post-cookie personalized advertising
CDPs. Identity resolution. 2nd party data. Contextual advertising. Marketers are testing insight-rich sources to build audience profiles.
Identity and the changing measurement landscape
How established measurement companies and newcomers are making headway with new identity challenges, and how marketers can, too.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
InMobi to leverage Infutor’s identity graph data
The mobile marketing platform will supplement first-party data with data drawn from Infutor's extensive consumer-based identity graph.
Zeta becomes first marketing platform to join the AWS marketplace
The Zeta Marketing Platform will now be available to the large market of AWS customers.
What is identity resolution and how are platforms adapting to privacy changes?
Our guide to Identity resolution, management and related privacy issues including compliance, third-party integrations and the benefits of an identity management platform.
Is Google Analytics going away? What marketers need to know
Universal Analytics will be retired on July 1, 2023. What does that mean for you? Here’s what you need to know about getting your website ready for the brave new world.
The power and limitations of universal IDs
Universal IDs show promise as an alternative to cookies, but the space remains immature and confusing.