While the deadline for the definitive deprecation of third-party cookies has moved a little further forward, companies, publishers, media companies, and martech and adtech operators continue to search for models and solutions that enable effective profiling activities and the consequent personalisation of the user’s customer experience, while fully respecting his or her privacy.
Among the various perspectives opening up to date, that relating to the use of identity resolution processes take on a central role.
We have already dealt with the topic of identity resolution several times in our in-depth articles, evaluating its advantages, especially from the perspective of marketers and advertisers.
Now the time has come to address the subject from another perspective, that of publishers, but first let us take a small step back.
Identity resolution: what is it and why is it so relevant?
The term “identity resolution” defines the process through which it is possible to know and recognise every single user and customer in real time, thanks to the convergence and resolution, in a single ID, of the different identifiers attributed during the entire customer journey.
As can easily be deduced, the objective of an identity resolution process is to create a complete and univocal profile of every single person interacting with a brand in the various touchpoints, in order to allow the realisation of personalisation activities of the customer experience.
The basis of an identity resolution process is the identity graph, a graph, within which the different IDs are collected and correlated.
Once correlated, these IDs make it possible to create a complete profile of the person (unified customer view), by means of probabilistic or deterministic models.
Identity resolution for publishers: the answer to addressability challenges
Unified customer views, more effective personalisation activities, more profiled audiences, real-time user recognition: an identity resolution process also offers significant advantages for publishers. publishers.
If identity resolution is the most effective way for marketers and advertisers to profile their audience and engage their users, the same is also true for publisher
Let us imagine a publisher with a network of webzines and blogs dedicated to different topics, ranging from the world of fitness and sport to travel and leisure.
The use of identity resolution processes is preparatory to the creation of profiled target audiences, thanks to the possibility of knowing and recognising users also cross-site.
A user visiting the fitness portal could thus also be interested in travel: the data collected in both properties can be combined to create an even richer profile.
Recognising the user, but not only that: the possibility of associating a unique ID also translates into personalisation activities that increase the level of engagement. A more profiled and interested audience is undoubtedly also more interesting for advertisers.
The adoption of identity resolution processes thus enables publishers to better monetise their audiences, creating more defined clusters of more engaged users.
Identity resolution thus represents a concrete answer to the challenge of addressability that is increasingly affecting publishers. One thing is certain: the process, for the latter, is not so immediate, they need tests and trials, but above all vendors and technology partners to accompany them in the process.
BlendeeID: addressability in the post cookie era
BlendeeID is the identifier underlying the identity resolution process of our Marketing Operating System.
It makes it possible to recognise users on all paid channels and corporate properties and to manage audiences with a cross-channel identifier.
Identity resolution processes, but not only: the Marketing Operating System from Blendee:
- provides a data collaboration engine that allows you to capture and combine data to improve targeting accuracy in a privacy-compliant environment;
- allows interaction with other ID systems through data clean rooms;
- enables the use of strong IDs such as email for retargeting users on closed ecosystems such as Amazon, Google, Meta;
- makes possible the use of privacy enhanced technologies (such as Google’s Privacy Sandbox, profiling and cohort measurement) that present themselves on the market as the solution to third-party cookies
Although the benefits of adopting an identity resolution process are substantial and important, marketers, publishers and advertisers face the greater challenge of creating effective data-driven strategies and this cannot be achieved without adopting the right technology stack.
Faced with the imminent deprecation of third-party cookies and related addressability issues, identity resolution can also be a key for publishers to further enhance their audiences..
Today’s market presents numerous tech solutions focused on identity resolution processes; the choice depends on the business objectives, strategies and activities one wishes to implement.
Blendee’s Marketing Operating System, in this context, offers an innovative solution in that it not only integrates and normalises data from multiple channels and sources and uniquely recognises each individual user, thanks to the resolution of different IDs, but also enables the activation of data itself and allows the creation of unique and personalised experiences, coordinating and adapting marketing activities in an omnichannel perspective in real time.
