This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Even with the third-party cookie still kicking, the digital ad market has become overrun with various identifiers. That can create its own kind of identity crisis without a way to connect those disparate IDs.
But there is a way. It’s called identity resolution, which may be the industry’s most plainly named jargon. As the name suggests, identity resolution is a method for reconciling different identifiers to create a coherent picture of a person’s identity. But that reconciliation process is where things start to get a bit more complex, with the introduction of identity graphs and identity spines.
In the video below, executives from EDO, Future Today, ID5, LiveRamp, Ogury, OpenX, The Weather Company and Yahoo help to break down the identity resolution process.
More in Media Buying
Ad Tech Briefing: Publishers are turning to AI-powered mathmen, but can it trump political machinations?
New ad verification and measurement techniques will have to turnover the ‘i just don’t want to get fired’ mindset.
‘The billable hour does not allow for any meaningful innovation’: S4 Capital builds subscription model for the AI age
Subscriptions were supposed to save publishers. Now, they’re becoming part of the survival logic for agencies too.
Publicis forms new Influential Sports squad to hone its skills in the white-hot sports media arena
Publicis Groupe formed Influential Sports, a new unit that taps into the creator and influencer marketplace to help brands connect with sports fans on a deeper level.