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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Data clean rooms: What you need to know
Data clean rooms are a great solution to privacy and data sharing issues -- if you find the right one.
The myth of the modern identity graph
We’ve gotten better at connecting data. But in the rush to unify, we forgot to ask: are we connecting anything real?
Google’s Privacy Sandbox: What you need to know
Updated with the latest news about Privacy Sandbox's future now that Google is keeping third-party cookies in Chrome.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
The latest trend in martech M&A: Agencies buying data collaboration firms
More data means a more comprehensive view of consumers, which should lead to more effective campaigns. That’s the theory, anyway.
How identity resolution fixes 5 major marketing problems
Identity resolution platforms help solve third-party cookie and personalization issues. Our buyer's guide lets you find the one that best suits your needs.
Bombora integrates with Audigent’s PMPs
Bombora's B2B marketing customers can now reach audiences through Audigent's private marketplaces.
Martech stack complexity fragments audience data
New research from Forrester and TruAudience puts the blame on the martech stack for problems with connecting audiences.
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.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
One way or another, cookies are going away
Adtech platform Quantcast is back in education mode, explaining to customers that Google has not saved cookies. They're going away and something will replace them.
The marketer’s guide to conquering data quality issues
Learn to measure ABM success with our guide on the essential metrics that go beyond traditional tracking and drive real business impact.
Experian rolls out retail media network solution
Identity resolution plays an important role in proving RMN value while remaining transparent and privacy-compliant.
Why first-party data alone won’t solve marketers’ challenges
Learn why and how to enhance your first-party data strategy with second-party partnerships and third-party enrichment.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
How to master identity resolution in a warehouse-native world
An overview of must-have capabilities for effective identity resolutions, plus the players in the market and what they offer.
The advertising industry ‘has stalled’ as it faces a cookieless future
Digital advertising platform Quantcast addresses the chaos surrounding third-party cookie deprecation.
Beyond the tech: Mastering customer data with a modern approach
Build a foundational “Customer 101” dataset and unleash its potential through enrichments and a data-driven learning cycle.
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.
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.
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.