WTF is identity resolution?

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.

https://digiday.com/?p=569041

More in Media Buying

WPP has its next CEO – but what do clients make of the heir apparent?

The ad industry’s hot take industrial complex went into overdrive upon yesterday’s WPP coronation. Clients are keeping their counsel, however.

Who is Cindy Rose, WPP’s insider-outsider pick for its next CEO?

The British holding company has named its next CEO — a Microsoft executive and board member of six years.

WTF is request duplication?

Request duplication is becoming increasingly popular in programmatic media trading, but it raises questions over ethics.