Identity resolution is a method advertisers use to create comprehensive customer profiles. The process collects customer data points across channels, including both online and offline behaviors, to improve customer experiences and conversions. 

Components of Identity Resolution

By definition, identity resolution resolves data collections so they are clearly understandable. This allows advertisers to use data more effectively and accurately. Collecting this information includes: 

• Customer Identification: Individuals are sorted from the noise, even across devices and touchpoints. Interactions can be assigned to a specific actor to find patterns or other insights for brand strategy. 

• Data Unification: Unifies data from a variety of sources into a single source of truth. Profiles are no longer fragmented and dispersed—they are complete and collected.

• Deterministic or Probabilistic Matching: Unique identifiers such as email addresses or IDs (deterministic) are combined with algorithmically analyzed data such as IP addresses (probabilistic) to match data.

Identity resolution becomes valuable as an advertising tactic because it sharpens customer insights, opens new avenues for ad targeting, and leads to greater operational efficiency. 

Agility and Identity Resolution 

Start integrating identity resolution with Agility’s precision brand advertising platform. See how we can help you hone customer profiles for efficient, effective brand campaigns.