Lock in a year of Digiday+ for 35% less. Ends May 29.
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: Agencies reposition for the agentic era
The battle over infrastructure, interoperability and operational control is under way.
Media Buying Briefing: Production and media squeeze lead brands to run campaigns for longer
Data shows big brands keeping campaigns in play for longer. While consistency is gospel among brand strategists, pressure on production and media budgets may be the culprit.
Why WPP’s AI boss believes agents are still in the ‘teenage sex’ stage of development
Agents are merely the latest technology to earn the dubious distinction.