The article explains the concept of identity resolution, which is essential for navigating the evolving landscape of digital advertising. As advertisers face a multitude of identifiers, reconciling them into a coherent identity becomes vital for targeting and measurement. The piece introduces identity graphs and spines as tools to facilitate this reconciliation. Executives from various companies elaborate on identity resolution in an accompanying video, emphasizing its growing importance in addressing the complexities of advertising effectiveness and consumer targeting.
Identity resolution is a method for reconciling different identifiers to create a coherent picture of a person's identity, addressing the chaos in digital advertising.
With the digital ad market being filled with various identifiers, identity resolution provides a way to resolve identity crises by connecting disparate IDs.
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