Creating an Identity Resolution Strategy for the Cookieless World

The way we interact with visitors has evolved tremendously in today’s online era, and identity resolution strategy has become extremely important. Users want more customized services than ever, and several users say they will try something different if specific standards are not delivered.

According to many professionals, the digital world is in the midst of an identity crisis, with the monumental task of switching third-party cookies with a tried and tested identity resolution strategy capable of offering a cookieless world.

Third-party cookies have traditionally been used to track and monitor user activity. Industry pros seek better skills to control the user experience in a cookieless world as brands like Apple and Google continue to prohibit third-party data. Before moving ahead, let’s understand the cookieless world and identity resolution.

What is a Cookieless World?

Following Google’s statement that third-party cookies will no longer be permitted in Chrome by the end of 2023, the term “Cookieless World” describes the future of cookies. As the most frequently accessed browser, Google’s approach will have consequences for numerous websites and marketing activities.

Third-party cookies are being phased out as users become more informed of the amount of data that corporations obtain on them and seek more control over their data.

Identity Resolution: What is it? 

Identity resolution is the method of integrating identifiers from several devices and interactions into a single profile. This helps marketers create a unified, multichannel perspective of a user, letting them provide relevant messages while the user experience is being designed.

Never before have brands had so much data at their fingertips – but that implies there’s more redundant, unconnected, and fallacious data than ever before. As a result, brands must acknowledge and respond to users through genuine engagements to earn users’ focus and allegiance – or risk failing to opponents that do.

Creating a Cookie-Free World Identity Resolution Strategy

So, what is the new approach to recognizing clients and providing highly personalized experiences in this new era?

Keep scrolling for key takeaways from our blog on developing the data platform you need to catch pace with the shifting customer data market.

The Major Shifts in the Environment of Identity Resolution

While the loss of third-party cookies has been delayed until 2023, it has already influenced marketers’ ability to gain a clear picture of their users and match these new tailoring demands. However, some firms have begun to use statistical matching to plug the space in user identities created by third-party cookie loss.

For many unfamiliar with statistical matching, it is basically what something seems like. Statistical matching uses a probabilistic strategy to determine the likelihood that two user data belong to a similar person.

Identity Resolution Based on First-Party Data

If you haven’t noticed, the overarching trend here is data deprecation, which means that marketers don’t have as much or as simple access to the critical insights they need to achieve the previously mentioned consumer expectations. So, what is the best course of action here?

Identity Resolution Perks Marketers and Data Professionals

The mechanisms built within the system provide the rewards of identity resolution. Identity resolution solution has been included in the entire service portfolio of several Customer Data Platforms (CDPs). Integrating identity resolution improves the customer profile, which increases the value of CDPs.

 Identity resolution solutions can help to improve data management strategy in the following ways:

1.    Compare known and unknown client data

This allows you to link user activity even if individual IDs change. If a client’s device changes, you can still associate them with a personal identity. This enables better personalization and customer service.

2.    Make use of first-party information

Information regarding a specific user is stored in identity matrices. Due to the lack of third-party cookies, several identity resolution techniques rely on first- and second-party data to construct this data set. In a cookie-free environment, it can also assist you in filling in any deficiencies in your first-party data.

3.    Bring data from throughout the company together

Marketers can also use data from third-party sources, such as statistics, culture, psychology, business discussions, and other consulted or purchased sources. This can all be utilized to construct a user’s profile that allows marketing communications to be personalized to specific users while eliminating individuals.

4.    Maintain data privacy standards adherence

Another advantage of identity resolution is data privacy. Companies can share data using aggregated individual identifiers while keeping consistent with user information standards and protecting user privacy.

5.    Develop precise forecasting techniques

Another advantage of identity matching is using a more exact forecasting strategy. This entails generating the “classification model” required to find “doppelgangers” among other user sets. For example, the model-building mechanism in a venture CDP utilizes advanced predictive methods to link hundreds of profile characteristics to produce a proposed selection of the most critical profile elements.

Conclusion

As more sectors follow Google and Apple’s lead in phasing out third-party cookie data, it’s critical to keep forward of the curve by providing users with unique services while respecting their privacy concerns. Identity resolution tackles this one-of-a-kind dilemma, preparing marketers and data specialists for a world without cookies.

MagicPixel’s ID resolution service can help your business figure out customer identity in an increasingly cookie less world. Maintain a unified journey throughout for all your customers across multiple channels. All you need is a short demo with us and we’ll be happy to show you the solutions that best fit your requirements.