Identity resolution software helps businesses recognize the unique digital identity of individual customers so they can develop highly personalized campaigns to target them. As a consumer moves across multiple devices, companies aggregate disjointed datasets about their online behavior. Identity resolution software reconciles all available data points from first-, second-, and third-party sources to provide businesses with a comprehensive customer profile. Marketing teams and advertising agencies use identity resolution tools to develop an understanding of individual consumer behavior across channels, helping them customize the messaging their customers receive through website personalization, targeted ads, email remarketing, and more.
Identity resolution is sometimes offered as a feature of other customer data management solutions, such as customer data platforms (CDP), data management platforms (DMP), and customer identity and access management software.
To qualify for inclusion in the Identity Resolution category, a product must:
Gather and store customer data from first-, second-, and/or third-party sources
Create identity graphs using data points collected across devices and channels, such as email addresses, device IDs, cookie data, social media, and online purchases
Make connections between disparate identifiers to provide a 360-degree view of the customer
