Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
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
Media Buying Briefing: Stagwell strikes partnership with Palantir, as it zigs from rivals
Stagwell spelled out a growth strategy that feels both familiar to the holding company model — and yet altogether different in partners and principal media approach.
Brands set to cut open web display spend 30% in response to AI search
As more users adopt zero-click search, analysts suggest brands will shunt investment from publishers on the open web and into CTV and paid social.
GSD&M gamifies its AI upskilling efforts
The Omnicom-owned has for several months been working to upskill its employees across all divisions in AI by essentially gamifying the spread of its knowledge