Identity resolution practices have become sophisticated, mapping behaviors and creating comprehensive customer graphs. However, reliance on third-party cookies, mobile advertising IDs, phone numbers, and IP addresses is problematic as these identifiers are fading or unstable. As cookies become obsolete and privacy measures increase, the accuracy of the identity data deteriorates. Recycled phone numbers and shared IPs create further confusion, revealing significant flaws in the foundations of identity identification, resulting in a picture that lacks true customer identity.
Over the past decade, marketers have become experts in identity resolution. We've mapped behaviors across devices, stitched together customer records, and built sprawling graphs that promise a 360-degree view of the customer.
Cookies are on their last legs. Mobile advertising IDs are fading. IP addresses, once useful for geotargeting and household resolution, are now muddied by VPNs and privacy restrictions.
There's a difference between a person and the shadow they leave behind. When the signals aren't stable, when they're recycled, expired, or easily faked, the story we're building starts to fall apart.
The identifiers we've been leaning on are either going away or were never designed to anchor long-term identity in the first place.
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