for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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
With the World Cup around the corner, media buyers expect streaming prices to soar
Forecasts suggest that late-stage bids for World Cup inventory could see marketers pay a steep premium. But alternatives exist.
Media Buying Briefing: What buyers got out of the NewFronts and expect to happen in the upfronts
As the Newfronts try to show off better tools, content and measurement, the broader upfront market is trying to stay the course in the face of economic uncertainty.
Ad Tech Briefing: Disney and Mediaocean sound the death knell for the I/O
The pact suggests the insertion order is on borrowed time and is a pitch to the CFO as much as it is to the CMO