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1、MARTECH INTELLIGENCE REPORTIDENTITYRESOLUTIONPLATFORMS:A MARKETERS GUIDEINCLUDING IN-DEPTHCOVERAGEExplore Enterprise Identity with LiveRampIdentity Infrastructure for Next-gen Enterprises1Map identities accurately and responsibly across your enterprise2Create the most accurate and connected view of

2、your customer3Unlock powerful new insights and deliver personalization at scale 2024 Third Door Media is a Trademark of Semrush Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTable of contentsScope and methodology.2Identity resolution market overvi

3、ew.3Figure 1:The market for identity resolution software is expected to nearly double from 2021 to 2028.3First-party data takes center stage and data clean rooms gain importance .4Figure 2:Importance of third-party cookies to marketing strategies.4Figure 3:How will third-party cookie deprecation imp

4、act your use of data?.5Figure 4:Users of identity solutions and DCRs report satisfaction with their investment.5The rise of advanced and connected TV.6Figure 5:Connected TV ad spending in the U.S.is growingby double-digit percentages every year.6Figure 6:Spend on identity solutions in advanced TV.7D

5、ata privacy,quality and silos pose challenges.7The impact of artificial intelligence and machine learning.8M&A and investment slow as identity resolution vendor market develops.9Figure 7:Publicly held IR platform vendors and select transactions.9Identity resolution platform capabilities.10Data onboa

6、rding.11Table 1:Data onboarding capabilities of a selection of identity resolution vendors .11Deterministic versus probabilistic matching and the role of AI and ML.11Identity graph .12Integration with universal ID systems .13Data privacy and compliance.13Data clean rooms.13Third-party software integ

7、ration.13Activation and attribution.14Choosing an identity resolution platform.14The benefits of using identity resolution platforms.14Identity resolution platform pricing.14Recommended steps to making an informed purchase.15Step one:Do you need an identity resolution platform?.15Step two:Identify a

8、nd contact appropriate vendors.16Step three:Scheduling the demo.16Step four:Check references,negotiate a contract.18Conclusion.19Vendor profiles.20Acxiom.20Adstra .22Amperity.25FullContact.28Intent IQ.31LiveRamp.33Merkle.36Stirista.39TransUnion.41Treasure Data .44Verisk.48Zeta Global.51TruAudienceTM

9、 Identity SolutionsImprove marketing and measurement outcomes with a robust,identity-powered view of your customers.Learn MoreMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers Guide 2024 Third Door Media is a Trademark of Semrush Inc.2 https:/martech.orgScope and methodologyThis

10、report examines the current market for enterprise identity resolution platforms and the considerations involved in implementing this technology.This report addresses the following questions:What trends are driving the adoption of identity resolution platforms?Does my organization really need an iden

11、tity resolution platform?What capabilities do identity resolution platforms provide?Who are the leading players in identity resolution platforms?How much do identity resolution platforms cost?For the purposes of this report,the term“identity resolution platform”is defined as software that integrates

12、 consumer identifiers across channels and devices in a way that is accurate,scalable and privacy compliant to create a persistent and addressable individual profile.Identity resolution platforms enable marketers to“close the loop”on customer marketing,analytics and compliance with a comprehensive ho

13、listic view of activity across all of an organizations customer touchpoints and channels.Such identifiers can and should encompass both online(device,email,cookie or mobile ad ID)and offline(name,address,phone number)data signals and attributes.Customer identity and access management(CIAM)platforms,

14、which focus on securely capturing and managing customer identity and profile data,as well as controlling customer access to applications(through single sign-on),are beyond the scope of this report,as are identity verification platforms that focus on fraud detection and prevention,risk mitigation and

15、 authentication.If you are considering licensing an identity resolution platform,this report will help you decide.This report is not a recommendation of any individual identity resolution company and is not meant to be an endorsement of any particular product,service or vendor.None of the vendors pr

16、ofiled paid to be included in this report.Vendors were selected based on their roles as industry leaders in identity resolution or because their entire revenue comes from identity resolution software and services.Third Door Media conducted in-depth interviews with leading vendors and industry expert

17、s in the fourth quarter of 2023.These,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editor-at-Large,MarTechResearch,writing and editing:Pamela Parker,Research Director,Content Studio,Third Door Media 2024 Third Door Media is a Trademark of Semrush Inc

18、.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideConsumer expectations for highly personalized marketing interactions have reached an all-time high.Identity resolution market overviewConsumer expectations for highly personalized marketing interactions h

19、ave reached an all-time high.Eighty percent of customers say the experience a company provides is as important as its products and services,73%expect better personalization as technology advances and 65%of customers expect companies to adapt to their changing needs and preferences,according to Sales

20、forces State of the Connected Customer report.These insights are not lost on marketers.Ninety percent of leading marketers say personalization significantly contributes to business profitability,according to Think with Google research.This makes sense given that consumers say they spend an average o

21、f 21%more when brands personalize their experiences,a Twilio survey finds.However,consumers are using a wide array of devices and online/offline touchpoints throughout their purchase journeys,leaving marketers with the difficult task of trying to understand which online devices and offline behaviors

22、 belong to a consumer,as well as who that consumer is.Meanwhile,third-party data is set to go extinct as technology companies and privacy regulations combine to limit its availability.As a result,identity resolution the science of connecting the growing volume of consumer identifiers to one individu

23、al as they interact across channels and devices has become critical to marketing success and essential for compliance with data privacy laws.Each time a consumer interacts with the brand regardless of channel identity resolution systems attribute a different identifier to that individual.These ident

24、ifiers can include an email and an IP or physical address,as well as a mobile phone number,digital tag or cookie.The identifiers are then“stitched together”and attached to a universal or proprietary ID.Identity resolution platforms manage the process and maintain databases(a.k.a.identity graphs)of p

25、ersistent individual and/or household profiles based on multiple first-,second-and third-party data sources.These platforms have become important tools for brand marketers implementing people-based marketing strategies,especially in the age of AI since these technologies rely on a solid data foundat

26、ion to deliver insights and generate content.The global identity resolution software market size was$1.2 billion in 2021 and is expected to reach$2.3 billion by 2028,exhibiting a CAGR of 10.3%during the forecast period,according to a report by Business Research Insights(See Figure 1).Figure 1:The ma

27、rket for identity resolution software is expected to nearly double from 2021 to 2028Billions of US Dollars20200.00.51.01.52.02.5202120222023202420252026202720282029$2.30$1.20Source:Business Research Insights 2024 Third Door Media is a Trademark of Semrush Inc.4 https:/martech.orgMARTECH INTELLIGENCE

28、 REPORT:Identity Resolution Platforms:A Marketers GuideSince marketers have long depended on third-party cookies and mobile IDs to target ads based on data associated with these identifiers,these developments have spurred a dramatic shift in marketing strategies.First-party data takes center stage a

29、nd data clean rooms gain importance The ongoing deprecation of third-party cookies and mobile identifiers,which tech companies are phasing out due to consumer privacy concerns,is further fueling interest in identity resolution platforms.Google plans to phase out third-party cookies in its Chrome bro

30、wser a twice-delayed move that is now set to take effect in the second half of 2024.More recently,it said it will effectively eliminate mobile IDs,its mobile identifier for advertisers,from its Android operating system.Meanwhile,Apple has disabled its own mobile identifier,IDFA,requiring users to op

31、t in to be tracked.Unsurprisingly,only about 25%of Apple iOS users had opted in to enable IDFA as of April of 2022,Statista reports.Since marketers have long depended on third-party cookies and mobile IDs to target ads based on data associated with these identifiers,these developments have spurred a

32、 dramatic shift in marketing strategies.Its difficult to gauge the exact impact of these changes,but as recently as mid-2023,75%of marketers surveyed by Adobe were still using third-party cookies,while 45%of marketers were spending at least half their budgets on campaigns and other activations based

33、 on third-party cookies.(See Figure 2).Figure 2:Importance of third-party cookies to marketing strategies25%75%55%45%64%36%75%of marketers surveyedrely heavily onthird-party cookies45%spend at least halftheir budgets on campaignsor activations relying onthird-party cookies64%expected to increase spe

34、nding on third-party cookie-based activations in 2023Source:Adobe surveyTo lessen this dependence,60%of marketers planned to increase their use of first-party customer data,a 2021 IAB/Winterberry Group study found(see Figure 3).More than one-third of marketers also said they would increase their inv

35、estment in third-party identity resolution solutions.Marketers are also losing access to large pools of potential customer data due to the creation of“walled gardens”by Google,Meta and Amazon.These closed ecosystems enable the marketplace providers to maintain control of user data.Marketers or adver

36、tisers are limited to analyzing,modeling or segmenting data within the confines of the walled gardens“privacy sandbox”to launch new campaigns.2024 Third Door Media is a Trademark of Semrush Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideAll of thes

37、e developments are driving marketers to step up their efforts to collect more first-party data about their customers and prospects,while also seeking to enhance their profiles in a privacy-compliant manner.Figure 3:How will third-party cookie deprecation impact your use of data?60%38%36%36%36%34%32%

38、Increase spending/emphasis on use of first-party data Increase interest in third-party identity resolution solutions Increase efforts to build second-party data relationships Increase focus on developing custom/in-house identity resolution solutions Expand engagement with third-parties to build post

39、-cookie identity resolution solutionsIncrease spending/emphasis on contextual advertising Increase testing/investment in new solutions Note:Multiple responses allowedSources:IAB/Winterberry Group,Third Door MediaAll of these developments are driving marketers to step up their efforts to collect more

40、 first-party data about their customers and prospects,while also seeking to enhance their profiles in a privacy-compliant manner.To realize the value of that data,marketers often turn to data clean rooms(DCRs)secure environments that let multiple parties contribute and collaborate around data while

41、safeguarding each participants privacy compliance and control.To meet this need,vendors in identity resolution are increasingly offering DCRs in addition to their core services.Gartner predicted that 80%of advertisers spending more than$1 billion annually on media will use DCRs in 2023.Those adoptin

42、g identity resolution technology and data clean rooms are satisfied with their investment,according to an IAB/Ipsos study,with 69%of respondents using identity solutions and 67%of those using data clean rooms reporting they are“very”or“somewhat”satisfied(See Figure 4).Figure 4:Users of identity solu

43、tions and DCRs report satisfaction with their investment69%Avg.%Very/somewhat satisfied with technology67%66%64%60%IdentitysolutionsData clean rooms(DCRs)Consentmanagementplatforms(CMPs)Data managementplatforms(DMPs)Customer dataplatforms(CDPs)Source:IAB State of Data report,2023,conducted in partne

44、rship with Ipsos 2024 Third Door Media is a Trademark of Semrush Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideThough advanced and connected TV arent hampered by dependence on third-party cookies or mobile ad identifiers(MAIDs),the fragmentation o

45、f the sector means identity solutions are key to enabling the more advanced audience targeting sought by digital advertisers.The rise of advanced and connected TVInterest in identity resolution isnt solely driven by this rush to recreate targeting capabilities that were formerly in the marketers ars

46、enal.Advertising spending on connected TV which includes display ads on in-home screens as well as in-stream video ads on platforms like Hulu,Roku and YouTube is the fastest-growing segment in digital advertising,according to eMarketer/Insider Intelligence(see Figure 5).Meanwhile,with more streaming

47、 players offering ad-supported versions of their services,inventory is expanding to meet the demand.Figure 5:Connected TV ad spending in the U.S.is growingby double-digit percentages every yearNote:digital advertising that appears on CTV devices;includes display ads that appear on home screens and i

48、n-stream video ads that appear on CTVs from platforms like Hulu,Roku,and YouTube;excludes network-sold inventory from traditional linear TV and addressable TV advertising$6.4247.5%40.6%59.9%32.3%2.7%3.7%4.7%5.7%6.7%7.6%26.7%21.9%201920202021202220232024$9.03$14.44$19.10$24.20$29.50CTV ad spending%ch

49、ange%of total media ad spendingU.S.Connected TV(CTV)ad spending,2019-2024billions,%change,and%of total media ad spendingSource:eMarketer/Insider IntelligenceThough advanced and connected TV arent hampered by dependence on third-party cookies or mobile ad identifiers(MAIDs),the fragmentation of the s

50、ector means identity solutions are key to enabling the more advanced audience targeting sought by digital advertisers.“Advanced TV will become critical to digital media plans looking to achieve scale across multichannel audiences,”driving spend on identity solutions,according to the Winterberry Grou

51、ps report Outlook for Identity in Advanced Television(See Figure 6).2024 Third Door Media is a Trademark of Semrush Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideYet even as more marketers deploy identity resolution strategies to improve message r

52、elevance and targeting accuracy,there are still significant obstacles to their success.Figure 6:Spend on identity solutions in advanced TV(in billions of U.S.dollars)Spend includes that on:(1)first-party identity management platforms,including a portion of CDP,CRM and OMP spend(relevant only for con

53、nected TY,CTV,use cases);(2)second-party identity management platforms,including clean rooms,safe havens,bunkers;(3)third-party identity graph data,including device graph,digital data,third-party data for targeting,location data,non-Pll providers;and(4)identity resolution,including matching,linking,

54、onboarding and destination charges2021$2.252022E2026E$2.86$5.50+17.6%Source:Outlook for Identity in Advanced Television,by Winterberry GroupData privacy,quality and silos pose challengesYet even as more marketers deploy identity resolution strategies to improve message relevance and targeting accura

55、cy,there are still significant obstacles to their success.Customer data is typically scattered throughout the organization,often residing in silos that hinder the ability to develop and nurture relationships.A consumer might use different identifiers to research something on one device(i.e.,website

56、login name),call on another(i.e.,mobile phone)and then buy something in the store(i.e.,loyalty ID or credit card).With more touchpoints in the average purchase journey,each of these identifiers can live in different databases with disparate collection and matching requirements.Poor data quality is a

57、nother impediment.Effective identity resolution requires merging and attaching numerous data points to a unified customer ID.Inaccurate or redundant data can lead to low match rates and incorrect matches.Adding additional channels like advanced TV can compound this problem.Data privacy laws have als

58、o become a daunting issue for marketers trying to build personalized marketing programs.More than half of marketers surveyed say that government regulation is the biggest challenge to their ability to derive value from their data-driven marketing initiatives,according to research jointly published b

59、y the IAB and Winterberry Group.In addition to abiding by the European Unions GDPR,marketers targeting U.S.users must deal with a mix of differing state privacy laws.California voters approved two consumer privacy laws The California Consumer Privacy Act(CCPA)and the California Privacy Rights and En

60、forcement Act(CPRA)which give consumers the right to opt out of having their data sold or shared for cross-context behavioral advertising.Utah,Colorado and Connecticut have also passed legislation around privacy,while other states are considering such measures.2024 Third Door Media is a Trademark of

61、 Semrush Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideOne way AI and ML are augmenting the functionality of identity resolution platforms is by improving the accuracy of identifying and matching customer data across various sources.And as much as

62、 data clean rooms are seen as a solution to some of these problems,they arent an easy fix.Deployment is often expensive,takes a long time and involves specialized expertise,and logistical issues abound when brands need multiple data clean rooms to comply with privacy laws in different countries or r

63、egions.The impact of artificial intelligence and machine learningThough the impact of artificial intelligence and machine learning isnt as visible in identity resolution platforms as in other martech tools,these revolutionary technologies are playing an important role behind the scenes.One way AI an

64、d ML are augmenting the functionality of identity resolution platforms is by improving the accuracy of identifying and matching customer data across various sources.For example,machine learning algorithms are used to analyze large datasets and identify patterns,improving matching when data isnt exac

65、tly the same on different platforms such as Michael Smith vs.Mike Smith.These technologies are also useful for automatically cleaning and standardizing data,as well as correcting errors and finding anomalies.Predictive modeling can forecast future behavior based on historical data,enabling systems t

66、o predict the likelihood of different data points belonging to the same individual.Additionally,ML algorithms can be employed to process unstructured data such as social media posts,emails,etc.and turn it into structured data that can be used for identity resolution.Meanwhile,natural language proces

67、sing(NLP)enables the analysis of textual data and the extraction of meaningful information.Prospective advancements in generative AI methodologies,such as generative adversarial networks(GANs),may serve to enhance data sets that are incomplete or lacking density.Within a GAN,one element utilizes exi

68、sting data to fabricate supplementary data for a profile,aiming to make it indiscernible from authentic data.A secondary element assesses the probable precision of the fabricated data.Given this configuration,each element gains knowledge from the other,theoretically enhancing its potency and precisi

69、on in prognostications over time.These technological advancements have other effects that are less immediate but equally important.These effects include faster data processing,which allows marketers to respond to changes almost instantly.Moreover,generative AI systems use the unified customer profil

70、es created by identity resolution platforms to create personalized messages.This usage enhances the value of identity resolution for marketers.2024 Third Door Media is a Trademark of Semrush Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideThe enterp

71、rise identity resolution platform market appears to be taking a bit of a break from mergers,acquisitions and financings to focus on integration and product development.M&A and investment slow as identity resolution vendor market developsThe enterprise identity resolution platform market appears to b

72、e taking a bit of a break from mergers,acquisitions and financings to focus on integration and product development.The vendors in identity resolution comprise a diverse group of pure-play platforms,marketing cloud companies,agency holding companies and credit reporting bureaus,with identity resoluti

73、on capabilities often built into larger martech product suites.The markets largest financial transaction in recent history occurred in December 2021,when credit bureau TransUnion acquired Neustar for$3.1 billion(see Figure 7).TransUnion has since integrated Neustars consumer data and analytics with

74、its existing digital identity solutions and formed a marketing solutions unit called TruAudience.Dublin-based credit bureau Experian bought Tapad in late 2020 to increase the cross-device identity resolution capabilities offered through Experian Marketing Services.Zeta Global has acquired several co

75、mpanies over the past few years to enhance its solutions,services and talent pool.These include WhatCounts,Applied Info Group and DoublePositive in 2023;ArcaMax in 2022 and Aptness in 2021.In February 2022,pure-play identity resolution platform Infutor was purchased by Verisk,a provider of risk eval

76、uation and management software to financial services and energy companies,for$223.5 million.Verisk has integrated Infutor with Jornaya,a consumer behavioral data vendor acquired in December 2020,to form Verisk Marketing Solutions.Identity resolution technologies and companies are often becoming the

77、centerpieces of larger platforms handling everything from data ingestion and normalization to identity resolution,segmentation,activation and attribution.For example,a growing number of customer data platforms(CDPs)have added identity resolution to their core offerings,either through acquisitions or

78、 partnerships,and many of the vendors we profile in this report position themselves primarily as CDPs.Source:Third Door MediaFigure 7:Publicly held IR platform vendors and select transactionsNYSE:TRU 12,000 employees Acquired Neustar for$3.1 billion in July 2021 and identity security company Sontiq

79、in December of 2021.NASDAQ:VRSK9,000 employeesAcquired Infutor for$223.5 million in February 2022.LON:EXPN 21,700 employees Acquired Tapad in November 2020 and expanded Infosum partnership in 2021.NYSE:RAMP 1,300 employees Acquired DataFleets and launched native integration with Google Cloud in 2021

80、.NYSE:ORCL 170,000 employees Rebranded Oracle Data Cloud and Cloud CX as Oracle Advertising and CX in April 2021.NYSE:ZETA 1,400+employees Acquired Apptness consumer engagement platform in October 2021.2024 Third Door Media is a Trademark of Semrush Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPO

81、RT:Identity Resolution Platforms:A Marketers GuideIdentity resolution platforms support marketing processes around targeting,measurement and personalization for both known and anonymous audiences across digital and offline channels.Identity resolution platform vendors continue to develop new product

82、s to respond to market demand for privacy-compliant solutions such as data clean rooms and first-or second-party data cooperatives.For example,Merkles Merkury Clean Room is a closed analytics environment enabling clients to perform advanced segmentation,modeling,closed-loop measurement and attributi

83、on at the individual,anonymous ID level.Neustars Fabrick Data Marketplace combines first-party customer profiles with second-party attributes from a set of trusted partners for cookie-less segmentation and targeting.Other developments of note include:Improvado,a marketing data aggregation platform,r

84、aised$22 million in a Series A financing from Updata Partners.Stirista raised$13 million in growth equity financing from Wavecrest Growth Partners in 2020 and has acquired the following companies over the past few years:Customer Portfolios in 2023;ZDI Creative in 2022;VDC in 2021 and Nikaza in 2020.

85、In November 2021,Treasure Data received a$234 million investment from SoftBank Corp.To fund identity resolution R&D,particularly around the use of first-party customer data,Amperity raised$100 million in Series D financing in July 2021.In 2020,the Vericast brand debuted to unify independent lines of

86、 business and 145 years of operations.The combination of Valassis,Harland Clarke,QuickPivot and NCH Marketing merged digital,print,logistics and data capabilities to serve clients across multiple industries.Another rebrand occurring in 2020 was that of Adstra,which was previously known as ALC.ALC wa

87、s acquired by CIP Capital in 2018.Identity resolution platform capabilitiesIdentity resolution platforms support marketing processes around targeting,measurement and personalization for both known and anonymous audiences across digital and offline channels.All of the identity resolution platform ven

88、dors profiled in this report offer the following core features and capabilities:Data onboarding(including online/offline matching).Proprietary identity graph.Client ownership of first-party data.Persistent individual and/or household ID.Integration with universal ID systems created as a response to

89、the growing cookie scarcity.Compliance with data privacy regulations.APIs for third-party system integration.Pre-built connections to martech/ad tech platforms.Vendors begin to differentiate their platforms by offering more advanced features,sometimes requiring additional investment,which include bu

90、t are not limited to the following:Match confidence scoring.Data clean rooms.Private(first-party)and/or second-party cooperative identity graphs.Marketing activation and attribution.Artificial intelligence and machine learning features that augment the above functions.The following section examines

91、these features and capabilities in more detail,as well as the key considerations involved in choosing an identity resolution platform.2024 Third Door Media is a Trademark of Semrush Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideData onboarding is

92、 the first step in the identity resolution process.Data onboardingData onboarding is the first step in the identity resolution process.Client data is typically onboarded via secure file transfer protocol (SFTP),although several vendors profiled in this report also provide direct API transfer or pixe

93、l syncs.Data is processed with the goal of establishing a universal view of the customer and includes the following:Matching individual identifiers in the identity graph(see below)to associate the customer with their interactions across touchpoints,particularly online to offline.Suppressing unresolv

94、ed IDs and interaction data for potential future use.Hashing or tokenizing personally identifiable information(PII)with an anonymized customer ID.Linking matched IDs to a universal ID representing the customer profile and all of its associated attributes.Validating the accuracy of matches to a pre-e

95、stablished“truth set”of referential data known to be precise and accurate.Virtually all of the vendors profiled in this report provide persistent customer IDs during the identity resolution process,which means the ID follows the individual(or household)even as identifiers change,which they inevitabl

96、y do.For example,when browser cookies expire or are deleted,or customers buy and use new devices,the customer ID will remain the same.Persistence is also critical to enabling temporal analytics,such as churn analytics.(See also Table 1.)Display Advertising SEO and SEM Mobile Apps Owned Website OTT O

97、ffline purchase data Linear TV ads Online form submissions Chat sessions Phone calls Email interactionsAcxiomNNINNNNNXXNAdstraNIXINNIIXXXXNAmperityNNNNININNNNFullContactNIINNINNINNNNIntent IQNXNNNNXNXIILiveRampNNNNNNNNNNNMerkleNIININININIINNIINIStiristaNNXNNXXXXXNTransUnionNNNNININNNNTreasure DataNN

98、NNNNNNNNNVerisk Marketing SolutionsXXIIIIXIXIIZeta GlobalNINNNIINIINLegend:X=not available,N=available natively,I=available through a partnership or integrationDeterministic versus probabilistic matching and the role of AI and MLMatching algorithms differ among vendors,with matches established via p

99、robabilistic or deterministic methods,a combination of both or some configuration that also relies on artificial intelligence and machine learning.Deterministic matching relies on explicit links between identifiers,such as an email address that is used to sign in to a website or mobile app and can b

100、e associated with the resulting cookie or mobile ad ID(MAID).Probabilistic matching relies on implicit links between identifiers,such as a desktop cookie and MAID both associated with a residential IP address.The goal is to consider multiple signals like location and browsing history in the absence

101、of direct matches.Table 1:Data onboarding capabilities of a selection of identity resolution vendors 2024 Third Door Media is a Trademark of Semrush Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideEach approach has its pros and cons,which should be

102、 considered when choosing an identity resolution platform.Deterministic matching takes an omnichannel view that attempts to connect identifiers across digital and offline interactions.It can be difficult to scale and uses a more conservative approach to ensure data integrity.Probabilistic matching c

103、an“weed out”inaccurate data because it looks at a variety of data points versus binary matches.Its drawback is that it is limited to online touchpoints.Some vendors are using hybrid identity resolution approaches,which try to compensate for deterministic and probabilistic weaknesses while capitalizi

104、ng on their advantages.They use deterministic and probabilistic linkages and then merge the two linkage sets together to form new,combined clusters.Artificial intelligence and machine learning are also being employed here to improve the accuracy of matching and enhance data sets.Many vendors provide

105、 their overall match rates to potential clients.A few vendors go a step further,providing clients with customizable match algorithms or confidence scores(how likely the matches are accurate)based on their specific first-party customer data and data quality profiles.For example,a pure online organiza

106、tion may rarely use postal addresses and will likely have lower-quality address data than an organization that relies on fulfillment to a physical shipping address.Addressability is another factor that can help marketers measure their match accuracy by assessing the number of consumers that actually

107、 can be contacted.Identity graphEvery identity resolution vendor profiled in this report maintains a proprietary identity graph or database that houses all the known identifiers that correlate with individual consumers.There is no standard model for an identity graph.Each vendor differs in the types

108、 of foundational PII used,the matching methods employed and the non-PII integrated to enrich the individual profiles.Across the buyers journey,many identifiers can be associated with an individual,including email addresses,physical addresses,landline and mobile phone numbers,mobile ad and device IDs

109、,account usernames and loyalty numbers.The identity graph collects these identifiers and links them to customer profiles,which are used to target and personalize marketing messages.Identity graphs may also incorporate demographic,behavioral,financial,lifestyle,purchase and other data compiled or lic

110、ensed from third-party sources,such as online news sites,purchase transactions,surveys,email service providers(ESPs),motor vehicle records,voter registration and other public records.Having all of this customer device,channel and behavioral data in one place allows brand marketers to more accurately

111、 measure the reach of their campaigns and analyze how different ads and marketing tactics perform across channels.In response to the dwindling availability of third-party cookie data and the increasing use of consumer privacy tools,such as advertising and location-blocking apps,several identity reso

112、lution platform vendors are offering identity graphs built on first-party or second-party datasets.First-party identity graphs are exclusively used by a brand to house and match known customer data.Second-party identity graphs use cooperative data-sharing agreements between multiple brands or publis

113、hers to create common,anonymized identity assets.Participating organizations can build,plan,activate and measure custom audience pools to either target or suppress customers across addressable media.Each approach has its pros and cons,which should be considered when choosing an identity resolution p

114、latform.2024 Third Door Media is a Trademark of Semrush Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideConnecting consumer identifiers has become a mandate for enterprise marketers trying to meet or exceed customer expectations for a personalized

115、brand experience.Integration with universal ID systemsAs cookie-based tracking disappears,many industry players are adopting various universal ID systems that are designed to be more privacy-compliant yet still work across multiple environments.In general,these solutions involve gaining user consent

116、 and then using encrypted and hashed data to create universal IDs for each individual though each system has a unique approach.This universal ID can then be used by all of the participating parties publishers,advertisers and technology companies to target ads and gather data about customers.Each ori

117、ginator of these IDs seeks to make implementation easy and free to facilitate its widespread adoption.Currently,The Trade Desks open-source framework,called Unified ID 2.0,is seen as one of the leading solutions.Alternatives include LiveRamps RampID,ID5s Universal ID and Lotames Panorama ID.Recently

118、,Amazons AWS unveiled“Entity Resolution,”which seeks to link these various systems and other identifiers to facilitate the movement of data.Identity resolution providers may incorporate one or more of these universal IDs into their systems,which may enable easier activation of the unified profile da

119、ta.Data privacy and compliance In addition to the European Unions GDPR,several U.S.states most notably California have enacted their own privacy regulations to protect their residents,and additional legislation is likely on the horizon.Marketers in the highly regulated healthcare market must also fo

120、llow the Health Insurance Portability and Accountability Act(HIPAA)and Health Information Technology for Economic and Clinical Health Act(HITECH)regulations.In addition,all organizations that accept,process,store or transmit credit card information must maintain a secure environment that meets Payme

121、nt Card Industry Data Security Standards(PCI DSS),as well.Data clean roomsTo support consumer data privacy and comply with these regulations while providing marketers with the data they need,identity resolution platform vendors are rolling out data clean rooms for data analysis,modeling and segmenta

122、tion.The vendor provides a secure environment where data may be shared by partners and clients in a one-to-one or one-to-many format.Depending on the solution,type of encryption and the data permissions,the data itself may or may not move between parties.The goal is to facilitate the highest level o

123、f privacy and security when companies come together to share data.Third-party software integrationThe ultimate marketing goal for identity resolution is to support and enable data activation by pushing segmented audiences into highly personalized campaigns through a variety of martech(CRMs,DMPs,mark

124、eting automation platforms,ESPs,etc.)and adtech(DSPs,SSPs,ad exchanges,etc.)tools and platforms.Identity resolution platforms should be able to streamline integration with the clients martech and adtech ecosystems by providing pre-built(or native)connections and an extensive set of APIs for custom i

125、ntegrations.Access to these APIs may or may not be included in base pricing.2024 Third Door Media is a Trademark of Semrush Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideLicensing an enterprise identity resolution platform can be a significant in

126、vestment,particularly for large brands with omnichannel marketing strategies.Activation and attributionAs identity resolution vendors expand their capabilities,some have begun offering tools to help marketers with attribution helping them figure out which marketing campaigns,channels and creative ar

127、e responsible for delivering desired results and enabling marketers to iterate their media plans to double down on the things that are most effective.Choosing an identity resolution platformThe benefits of using identity resolution platformsConnecting consumer identifiers has become a mandate for en

128、terprise marketers trying to meet or exceed customer expectations for a personalized brand experience.Automating the process with an identity resolution platform can provide the following benefits:Deeper customer insights.Piecing together data signals from multiple data sources and interactions enab

129、les marketers to build more robust customer profiles.Knowing the customer at a more granular level can help drive rich customer insights that enhance campaign targeting,personalization and relevance.Accurate personalization.Better personalization is a primary marketing use case for many identity res

130、olution platforms,which create a consistent set of identifiers to fuel personalized interactions.If you dont know with confidence who your customer is,you cant personalize your messages or experiences.The growth of generative AI which simplifies and speeds the automatic creation of personalized cont

131、ent is making this value proposition even more powerful.More seamless customer experiences.Automated identity resolution allows marketing organizations to create a unified view of customers,which can be communicated and deployed across brands,business units and product lines.Recognizing customers ac

132、ross every step of the purchase journey reduces waste by eliminating duplicate contacts and enhances their experiences by creating interactions in the right channel at the right time.Stronger privacy governance,risk and compliance(GRC).Effective identity resolution supports the organizations commitm

133、ent to data governance and,ultimately,consumer trust in your brand.Using an identity resolution platform makes customer preference management(including opting out),as well as regulatory and corporate policy compliance easier and more comprehensive.Enhanced cross-channel attribution and campaign trac

134、king.Persistent IDs that identify customers(both known and anonymous)across channels enable more accurate,closed-loop measurement and multi-touch attribution.Increased marketing ROI.Identity graphs reduce data overlap and duplication,resulting in more efficient spending on campaigns that work.Conver

135、sely,not knowing who your customers are leads to misidentifying them and engaging in ways they may perceive to be intrusive or irrelevant.Identity resolution platform pricingLicensing an enterprise identity resolution platform can be a significant investment,particularly for large brands with omnich

136、annel marketing strategies.Pricing is typically based on the volume of data records or customer profiles managed by the vendor.However,several vendors profiled 2024 Third Door Media is a Trademark of Semrush Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Markete

137、rs GuideMarketers continue to rely on larger,more complex martech stacks to collect,analyze and execute customer-centric marketing strategies.in this report also charge by the number of matches or API calls.Platforms are licensed on a software-as-a-service(SaaS)basis,i.e.,the vendor makes the softwa

138、re available online and is responsible for all maintenance and system administration.Most of the enterprise identity resolution platform vendors profiled in this report require an annual contract.A few vendors offer free trials of the platforms or proofs of concept,which are more limited tests of th

139、e platforms potential benefit to the brands data set.Depending on the vendor,there may also be fees for onboarding,custom integrations and training.Recommended steps to making an informed purchaseStep one:Do you need an identity resolution platform?Deciding whether your company needs an identity res

140、olution platform calls for the same evaluative steps involved in any software adoption,including a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the following questions to help you determine the answers.Does our c

141、ustomer data reside in disconnected silos throughout the organization?Organizational silos between departments such as sales,marketing,procurement or customer support increase the risk that your customers experience with the brand is not as targeted or consistent as it should be.An identity resoluti

142、on platform may help connect these disparate systems to provide a more insightful view of customers.Do we have customer knowledge gaps that could be filled with trusted second-and third-party data?First-party data is the foundation of your brands relationship with customers,and becoming more importa

143、nt as third-party data sources like cookies and mobile IDs are phased out by Google and Apple.Identity graphs can be a valuable source of demographic,location,financial and other anonymized second-and third-party data that can fill gaps in customer insights.As data collection and matching techniques

144、 improve,along with access to cooperative data sources,creating a 360-degree view of customers through identity resolution platforms may make sense.Are we in compliance with CCPA,GDPR and other data privacy regulations?Consumer data breaches and evidence of misuse continue to make news headlines.As

145、a result,data privacy regulations are on the upswing.Are your organizations data governance practices in compliance with the EUs GDPR or the CCPA?Data-driven marketing is a competitive edge in todays crowded media marketplaces,but can also escalate the risk of damaging your brand and incurring legal

146、 consequences.An identity resolution platform can ensure compliance with the growing list of regulations and create greater customer trust in your brand.Can we successfully integrate our existing customer data systems with an identity resolution platform?Marketers continue to rely on larger,more com

147、plex martech stacks to collect,analyze and execute customer-centric marketing strategies.Can your various martech and ad tech systems“talk”to each other?Perhaps your organization can benefit from an identity resolution platform that can incorporate identifiers and profiles between and within these s

148、ystems for consistency and accuracy.Does our C-suite support identity resolution initiatives?A Forrester study found that the majority of C-level executives overrate their marketing organizations customer identity accuracy and persistence.A lack of executive buy-in can lead to inadequate budgeting,c

149、ampaign measurement 2024 Third Door Media is a Trademark of Semrush Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideThe most effective RFPs only request relevant data and provide ample information about your brand and its identity resolution needs.

150、and performance,and disjointed customer experiences.It is critical,therefore,to secure C-suite support for identity resolution initiatives across the organization.How would we use identity resolution?There are multiple marketing use cases for identity resolution,from complying with data privacy regu

151、lations to developing more accurate lookalike audiences to improved marketing segmentation and targeting.Identifying the specific use cases that would most benefit your organization is essential to establishing and prioritizing the capabilities youll need in an identity resolution platform.How will

152、we define success?Which KPIs do we want to measure and what decisions will we be making based on the data?As with any technology investment,it is critical to measure the impact of the identity resolution platform on your marketing ROI.Resolving customer identities should create new cross-sell and up

153、sell opportunities because your marketing team will know more about your customers.Although KPIs will vary by organization or industry,you should be able to measure incremental lift in metrics such as average order value,average revenue per user,basket size,response rates or customer engagement.What

154、 is the total cost of ownership?The majority of enterprise identity resolution platforms use on-demand pricing,meaning customers pay a monthly subscription price that will vary by usage.Pricing is typically based on the number of data records or customer profiles under management or the number of ma

155、tches or API calls.Some also have add-on customer support options.Step two:Identify and contact appropriate vendorsOnce you have determined that an identity resolution platform makes sense for your business,spend time researching individual vendors and their capabilities by doing the following:Creat

156、e and prioritize your list of identity resolution use cases,from essential to not necessary.Take your list of use cases and then do some research.Many of the vendors profiled in this report also provide blogs,e-books and interactive tools that can help.Make a list of the vendors that meet your crite

157、ria.Reach out to them and set a deadline for replies.Decide whether or not you need to engage in a formal RFI/RFP process.This is an individual preference,however,be sure to give the same criteria to each vendor to facilitate comparison.The most effective RFPs only request relevant data and provide

158、ample information about your brand and its identity resolution needs.It should reflect high-level strategic goals and KPIs.For example,mention your companys most important KPIs and how you will evaluate the success of your efforts.Include details about timelines and the platforms in your existing ma

159、rtech stack.When written properly,an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to th

160、ree or four platforms that youll want to demo.Step three:Scheduling the demoSet up demos within a relatively short time frame to help ensure comparisons are relevant.Make sure that all potential internal users are on the demo call and pay attention to the following:How easy is the platform to use?Do

161、es the vendor seem to understand our business and marketing needs?Are they showing us our“must-have”features?2024 Third Door Media is a Trademark of Semrush Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideBefore deciding on a vendor,take the time t

162、o speak with several customer references,preferably in your companys vertical market.The questions to ask each vendor on the following topics include:Data onboarding and privacy 4 Does the platform support first-party data onboarding?4 Can we incorporate any of our private customer IDs into the plat

163、form?4 Do you use probabilistic,deterministic or a hybrid approach to matching?4 How do you validate the accuracy of your deterministic matches?4 What match rate can we expect,given our vertical market and database size?4 How do you comply with privacy regulations and consumer choice?Identity graph4

164、 Do you own or license your referential identity data?4 What are your identity data sources?4 How do you validate the quality of your identity graph?4 How much of your data is addressable?4 How is your identity graph linked to offline PII?4 Do your identity capabilities apply to non-U.S.markets?4 Do

165、 you integrate with any universal ID systems?Martech and adtech integration4 How does the platform integrate with martech platforms(i.e.,CRMs,DSPs,CDPs)?4 Does the platform feature any built-in data activation capabilities(i.e.,personalized email or ad campaign execution)?4 Do you have APIs availabl

166、e for data import/export?4 What reporting do you provide that will document the ROI from our identity efforts?Customer support4 What kind of customer support is included?Can we pick up the phone to report problems?4 Will we have a dedicated account manager and technical support?4 Do you offer a proo

167、f-of-concept to measure potential performance and scale?4 Do you provide a self-service option in which we can manage identity data?4 What kind of professional services are available?And how much do they cost?4 How does the company handle requests for product modifications?4 What new features are yo

168、u considering?4 Whats the long-term roadmap and launch dates?2024 Third Door Media is a Trademark of Semrush Inc.18 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideOnce youve selected a vendor,be sure to get in writing a list of what technology and suppor

169、t are covered in the contract.Step four:Check references,negotiate a contractBefore deciding on a vendor,take the time to speak with several customer references,preferably in your companys vertical market.The enterprise identity resolution platform vendor should be able to supply you with several re

170、ferences if you cannot identify customers yourself.Use this opportunity to ask any additional questions and to find out more about any questions that werent answered during the demo.Make sure that the person youve been referred to is someone who is a primary user of the platform.Consider also asking

171、 these basic questions:4 Why did you move to an enterprise identity resolution platform?4 Why did you select this platform over others?4 Has this platform lived up to your expectations?4 How long did the software take to implement?4 Who was involved in the implementation?4 Are you also using additio

172、nal tools for authentication or analytics?4 Were there any surprises that you wish youd known about beforehand?4 Where have you seen the most success?The biggest challenges?4 How are you measuring your own success?4 Has the overall implementation provided positive ROI,including all costs(i.e.,licens

173、e,man-hours,etc.)?4 What is the most useful,actionable(favorite)report the platform generates?4 How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any downtime?4 What do you wish they did differently?4 Why would you recommend this p

174、latform?Although not all vendors require an annual contract,many do.Once youve selected a vendor,be sure to get in writing a list of what technology and support are covered in the contract.Ask about what kinds of additional fees might come up:4 Are there charges for custom integrations or API access

175、?If so,how much?4 What is the hourly charge for engineering services,and is there a minimum?4 What partner organizations are available to install and integrate the platform?4 If we need to train a new hire mid-year,what will that cost?4 What performance levels do you guarantee(response time,availabi

176、lity,problem resolution,accuracy,etc.)and what happens if you dont meet them?4 What is the“out”clause?Obtaining the answers to these types of questions upfront and having them in writing will ensure fewer surprises or additional costs down the road.2024 Third Door Media is a Trademark of Semrush Inc

177、.19 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideThe enterprise identity resolution platform market is crowded with pure-play platforms,marketing cloud companies,agency holding companies and credit reporting bureaus.ConclusionIdentity resolution is an

178、essential tool for brand marketers seeking to understand with confidence who their customers are,what channels they use and how they want their data protected.Consumers are better informed than ever before,and brands must deliver the most relevant,personalized and impactful customer experiences poss

179、ible.As the linchpin to a customer-centric strategy,identity resolution allows marketers to more accurately target and personalize brand messages,creating more profitable customer journeys.By automating the process with an identity resolution platform,your organization can do more than simply update

180、 and rationalize customer profiles.You will gain a crucial understanding of marketing measurement and performance that can sit at the heart of your organizations one-to-one relationship efforts.Additionally,with identity resolution,you can ensure you have a firm data foundation upon which to build g

181、enerative AI-fueled content personalization programs.The enterprise identity resolution platform market is crowded with pure-play platforms,marketing cloud companies,agency holding companies and credit reporting bureaus.To determine the best fit for your organization,it is important to first underst

182、and your business needs,staff capabilities,management support and financial resources.From there,you can make an informed decision that will provide long-term benefits to your customers and your entire organization.n 2024 Third Door Media is a Trademark of Semrush Inc.20 https:/martech.orgVENDOR PRO

183、FILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTarget customer B2B enterprises in the automotive,financial services,insurance,healthcare,communications,consumer packaged goods,retail,entertainment and travel industries.Company overview Founded in 1969.2,600 employees

184、.Acquired by Interpublic Group(IPG)for$2.3 billion in October 2018.Acxiom partners with the worlds leading brands to create customer intelligence,enabling data-driven marketing experiences that generate value for people and for brands.As experts in identity,the ethical use of data,cloud-first custom

185、er data management,and analytics solutions,Acxiom makes the complex marketing ecosystem work.The company is headquartered in Conway,AR,and it operates additional U.S.offices in Austin,TX and New York,NY.International offices are located in China,the U.K.,Poland,Germany and Mexico.Product overview Ac

186、xiom Real Identity offers a global,scalable suite of connected capabilities that bring together the martech and adtech ecosystems,including first-party identity graphs and a universal first-party tag,cloud-enabled identity resolution and hygiene and suppression services.Use casesPrimary marketing us

187、e cases focus on:Cloud-native identity resolution to enable data insights and audience activation.Ownership of a first-party identity strategy to counteract the loss of third-party cookies.Control of all owned and paid media(impressions/visits collected).Measurement of overall campaign effectiveness

188、.Compliance with privacy regulations by enabling the look-up and removal of consumer information.Artificial intelligence and machine learning Acxiom representatives say it continually evaluates AI and machine learning to determine how it can responsibly use it within its product and services offerin

189、gs to increase efficiency and productivity,advanced decision making and enhanced customer experiences.Data onboarding Data can be uploaded through multiple batch options or transactionally via RESTful APIs.It features customizable match algorithms with starter configurations tuned for brand and geog

190、raphic requirements.Provides a persistent customer ID.Customized confidence scoring is available.Match rates vary based on inputs and brand requirements.Acxiom301 E.Dave Ward Rd.Conway,AR 72032T:(501)342-Key customersATTGolf DigestLendingTreePhysicians Mutual Insurance Co.Southwest AirlinesTarget Co

191、rporationKey executivesChad Engelgau,Chief Executive OfficerJed Mole,Chief Marketing OfficerTate Olinghouse,Chief Revenue OfficerJordan Abbott,Chief Data Ethics Officer 2024 Third Door Media is a Trademark of Semrush Inc.21 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolu

192、tion Platforms:A Marketers GuideIdentity resolution methodology Acxiom Real Identity provides offline/online matching leveraging a variety of matching and identity resolution strategies with configurable recognition rules,grouping logic and global identifiers.The cloud-native identity solution uses

193、a proprietary referential graph.Solutions are agnostic to allow partner and other identifiers to inform identity as well.Data managementAcxioms hygiene services cleanse,stan-dardize and enhance consumer contact data,including email addresses,phone numbers,names and postal addresses,to prepare it mos

194、t effectively for optimal downstream processing.Hygiene services encompass the ability to:Effectively parse and standardize contact data.Validate,correct,complete and enhance postal addresses beyond postal service standards,improving mail deliverability and postal discounts.Include Acxioms address s

195、tandardization as well as proprietary mover updates and other address intelligence data.Clean and validate email addresses to optimize digital marketing campaigns.Analytics and reporting Acxiom add-on analytic services are focused on delivering informed decision intelligence to enable marketers to t

196、ake actions to produce the best customer experiences and measurable ROI.It features next best offer recommendation options that apply across industries.Third-party integrations Acxiom data and identity solutions plug into existing marketing tech stacks to increase customer intelligence and elevate p

197、erformance.Pricing and support An annual contract is required.A free trial or other pre-purchase testing is available.Pricing is based on records under management with transactional,volumetric pricing influencers.Average annual customer spend ranges from several thousand to several million dollars.2

198、4/7 customer support for all solutions via help desk is included.Add-on professional services include strategic consulting,analytics,measurement and fully hosted solutions as well as specific applications to address use cases for product recall and campaign management,etcAcxiom301 E.Dave Ward Rd.Con

199、way,AR 72032T:(501)342- 2024 Third Door Media is a Trademark of Semrush Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTarget customer Enterprise brands and their partners(agencies,platforms,publishers)across retail,financial servic

200、es,auto,travel and entertainment,nonprofit,publishing/media and connected TVCompany overview Founded in 1978.200 employees.The company rebranded to Adstra in 2020,having previously been known as ALC.As ALC,the company acquired Qualia in 2018 and was acquired by CIP Capital the same year.Adstra is a

201、provider of marketing identity and data solutions that improve marketing performance.Adstra is headquartered in Princeton,NJ.Product overview Adstras Enterprise Identity Platform,Conexa,offers marketers the ability to control consumer identity and data across all marketing,operations,and advertising

202、 applications.It also connects brands with authenticated audiences tailored to specific business objectives,bridging the gaps between PII and anonymized data with speed,flexibility,cost-effectiveness and portability across all media.This can be utilized as either an installed or external solution.Co

203、nexa can be completely installed behind the clients firewall,eliminating the need for data to be sent externally.Use cases Data unification:Conexa integrates known and anonymous data across the enterprise to create a single customer view.It also enhances collected information by adding additional da

204、ta.It provides a persistent view of customers across brand silos for both digital and terrestrial properties.Identity resolution:The platform can recognize existing and prospective customers at brand touch points,even when they are not in a“registered”state.The company provides transparency and flex

205、ibility into how identity is linked,allowing customers to configure for the desired business outcomes Analytics and targeting:Conexa connects disparate data,both collected and appended,for insights,audience creation and analytics-related products.Omni channel management:Conexa supports the transitio

206、n from in-store sales to online sales with a digital identity solution.This allows brands to connect and communicate with offline customers through digital media.It also aids brands in creating an omnichannel identity system as they pivot to a direct-to-consumer model.Improved identity matching and

207、media activation.The platform aids in increasing relevant campaign reach for brands by improving accurate match rates.Campaign measurement:Conexa supports marketing attribution efforts,including the provision of impression data and ID mapping for digital campaigns,CTV/OTT,demographics and CRM.Custom

208、er experience management and personalization:The platform enables the delivery of better customer experiences through consistent cross-media identity resolution.It also provides the insights needed to create meaningful engagement campaigns and data-driven advertising.Adstra750 College Rd EastSuite 2

209、01 Princeton,NJ 08540 T:(800)252-5478AKey customersCox Automotive IQVIA Verisk Warner Media Yahoo(fka Verizon Media)Good RxKey executives Rick Erwin,Chief Executive Officer Andy Johnson,Chief Data Officer Jonathan Kelleher,Chief Financial Officer Charlie Swift,EVP,Head of Account Management and Mark

210、eting 2024 Third Door Media is a Trademark of Semrush Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideArtificial intelligence and machine learning Adstra leverages artificial intelligence(AI)and machine learning to construct its Iden

211、tity graph.The process involves gathering data from diverse sources,including Adstras match partner network,direct integrations and data aggregators,all while maintaining privacy compliance.Unlike traditional deterministic or probabilistic algorithms,Adstra employs multiple machine learning predicti

212、on algorithms to extract usable information from the collected data.The results are then validated against truth set sources and partners.With AI and machine learning,Adstra can utilize more elements in the received data that may have been previously neglected.Its algorithms are consistently evolvin

213、g and adjusting to changes in the data sources.Data onboarding The platform is directly integrated with a number of media platforms and Adstras tracking tag technology is certified on over 75 media activation platforms in traditional display,mobile and target TV applications.This enables brands to w

214、ork directly with activation platforms and minimize the need for additional onboarding services.Through the platform and persistent ID,a client has access to not only the direct integrations described above,but also the ability to push their audience data to any activation partner or onboarder on wh

215、atever identity keys are required.Identity resolution methodology Adstras EIP Conexa utilizes customizable algorithms to cleanse,update,and enrich customer data.This process involves appending additional identifiers to facilitate onboarding and digital marketing.Conexa includes extensive identifiers

216、,attributes and signals that represent all marketable consumers across the known and anonymous realms.These include PII such as name,address,phone,historical addresses,digital identifiers and metadata like HEMs,IPs,MAIDs,CTV,resting location and digital anonymous identifiers such as first-and third-

217、party cookies and device metadata.Adstra maintains complete control over its Identity System,the data assets,and the network capabilities within Conexa.This control allows all or part of the platform to be ported into a clients environment.The system has been designed as an omnichannel system keyed

218、to a known individual,setting it apart from competitors who started in either the PII or digital worlds and have yet to expand into true omnichannel.All identifiers within the system can be cross-walked to each other and connected on a persistent key.Furthermore,Adstra can integrate its network and

219、tagging directly into a clients campaign tools and partners.Data management Conexa incorporates an integrated data hygiene and processing layer.This layer is responsible for data hygiene,standardization and harmonization ingestion,tagging and identity and signal capture.For handling terrestrial data

220、,EIP-Conexa leverages CASS and NCOA processing to standardize postal address information and track recent household movements.Furthermore,it can process against the DMA pander file/Do not solicit and Deceased File.On the digital front,EIP-Conexa employs proprietary data hygiene algorithms to filter

221、out bot traffic and over-associated device and browser signal data.It also integrates signal saturation rules into its match quality scores.Analytics and reporting Conexa provides standard reporting to customers and integrates into any customer analytics tools or technologies.Adstra750 College Rd Ea

222、stSuite 201 Princeton,NJ 08540 T:(800)252-5478A 2024 Third Door Media is a Trademark of Semrush Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideAdstra750 College Rd EastSuite 201 Princeton,NJ 08540 T:(800)252-5478AThird-party integra

223、tions Adstra provides a proprietary real-time sync platform using Pixel or JavaScript tags as well as batch processes that are capable of matching different digital identifiers to our data to make it actionable in martech/adtech ecosystems.The company offers pre-built connections via API or direct i

224、ntegration with more than 75 activation channels including online,mobile,TV,digital onboarding,email and direct mail.Adstra owns and operates its own pixel tag/domain for audience profiling and data collection and can be synced with a brands martech and adtech solutions.Adstra data is also available

225、 in AWS,Google,Snowflake and Azure marketplaces which enables easy access to consumer data.Pricing and support Contracts are typically annual(though a one-year commitment is not required)and may include a free trial or discounted periods for proof-of-concept execution at the contract onset and incre

226、ases based on business objectives achieved.The platform supports a broad set of use cases,and pricing is designed to enable use without the need for upcharges or using CPM models.Typical solutions are priced as a monthly subscription with price structures dependent on Overall business scale.Service

227、provided/modules included.With consideration to value creation.The EIP includes flexible options for customer access,including platform as a service inside the customers environment,API access to any solution layers of the platform,or a scenario where customers send their data to Adstra,which return

228、s the solution in the traditional method.Customers may run the platform themselves with Adstra user support or through Adstra-managed remote resources with appropriate data access protections.Initial implementation and setup are included with a monthly subscription fee along with an allotted additio

229、nal support hours per month,based on the service paradigm selected.2024 Third Door Media is a Trademark of Semrush Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTarget customer Amperitys target audience consists of enterprise consu

230、mer brands across various industries with complex customer data sets that span a range of channels.Customer overview Founded in 2016.350 employees.Amperity secured a Series D round of funding for$100 million in 2021,putting the companys total raised funding at$187 million.Amperity acquired Custora i

231、n November 2019.Amperitys suite of enterprise-grade products addresses the full spectrum of customer data challenges,from identity resolution to assembling and accessing 360-degree customer views to uncovering and activating the customer intelligence that matters.TProduct overview Amperity connects

232、with the leading tools for marketing,analytics,customer service and data management,pulling data in from digital and offline touchpoints to build unified customer profiles that help brands better understand their customers.Using patented AI and machine learning methods,Amperitys features include dat

233、a ingestion and management,unified customer views,data insights and analytics and activation capabilities.Use cases Identity resolution.Using patented machine learning features,Amperitys identity resolution is purpose-built to create unified customer profiles,giving teams the data they need to suppo

234、rt customer needs and drive growth.Gaining a 360-degree view of the customer.Accurate and complete customer profiles enable meaningful customer interactions and power-tailored marketing and analytics.With Amperity,users can locate high-value customers for targeting and segmentation,find lookalike au

235、diences and identify unknown customers.Activating paid media campaigns.Unifying customer data with Amperity provides brands with a clean data foundation to support paid media strategies,with campaigns able to be activated directly from the platform.Fostering loyalty.With accurate,comprehensive custo

236、mer profiles,brands can identify the customers in their loyalty programs and present them with perks,discounts and products on the right channels.Additionally,brands can build lookalike audiences based on the best loyalty members and serve campaigns to those customers most likely to join.Personalizi

237、ng across channels.With a comprehensive view of their customers,brands can deliver tailored interactions at scale to customers across all channels.Preventing churn.Amperitys churn prevention model helps customers understand when,where and how to contact customers.Artificial intelligence and machine

238、learning AI-powered identity resolution enables the connection of less-than-perfect data and more robust identification of customers.It is also used to clean up messy data so it can provide a good foundation for marketing efforts.Amperity also includes AI-powered predictive modeling,including predic

239、tive customer lifetime value(CLV),next best offer and likelihood to churn,so brands can improve the customer experience and continue building loyalty.Amperity701 5th Ave,Floor 26Seattle,WA 98107T:(206)432-Key customersSPARC GroupWyndham Hotels and ResortsBrooks RunningAlaska AirlinesBoeing Employees

240、 Credit UnionFirst Hawaiian BankKey executivesBarry Padgett,Chief Executive OfficerDerek Slager,Chief Technology Officer and Co-FounderAmy Pelly,Chief Financial OfficerChris Jones,Chief Customer and Product OfficerMegan McDonagh,Chief Marketing Officer 2024 Third Door Media is a Trademark of Semrush

241、 Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideData onboarding Amperitys data ingestion leverages common industry data transfer protocols but doesnt employ the typical extract,transform,load(ETL)process.Amperity doesnt enforce targ

242、et schema.Both of these features aim to make it easier to incorporate new customer data sources as businesses evolve.Data transformation is performed in the cloud,and daily identity resolution ensures a fresh,up-to-date view of customer identity.Change management support includes parallel sandboxes

243、so changes can be made and QAed before they are put into production.Data management For all fields with semantic tags,Amperitys platform performs data normalization and cleaning.Data normalization includes string trims,unwanted character removal,data type conversions and more.Amperity also normalize

244、s some semantic values for easier comparison in the downstream processes.Identity resolution methodology Amperitys purpose-built identity resolution uses a patented machine-learning approach to create customer profiles Amperity maintains its own identity graphs to resolve user identities and creates

245、 unified,360-degree views for each of a brands unique customers.Customer views can be segmented based on hundreds of attributes to fuel personalized marketing and customer experiences in all customer channels(including email,direct mail,advertising,web,app,and even in-person interactions)and signals

246、(payments,ad clicks,online searches,etc).Amperity gets down to the root cause of companies personal identifiable information(PII)inaccuracies and data scattered data across systems.Amperitys identity resolution capabilities use AI and machine learning combined with deterministic matching at scale to

247、 deliver an accurate customer foundation.Analytics and reporting Amperitys platform includes analytics workflows designed for enterprise-grade data processing and scale.Its features include limitless table and attribute creation,business intelligence,modeling and dashboarding.Amperity connects to th

248、ird-party dashboarding platforms like Tableau,powerBI and others.Analysts and marketers can employ SQL or no-code queries to return data,and out-of-the-box reporting includes customer views of lifetime value,segment insights and campaign performance.The platform includes AI-powered predictive modeli

249、ng,including predictive CLV,next best offer and likelihood to churn.Third-party integrations Amperity integrates with more than 200 of the most commonly used technology providers across marketing,CX and analytics,including AWS,Azure,Snowflake and Google Cloud,and marketing clouds such as SFMC,Adobe

250、and Oracle.The platform also integrates seamlessly with marketing systems such as Braze,Klaviyo,Segment,Tealium and mParticle and directly into advertising platforms such as Google,Meta,The Trade Desk,and Criteo.Amperity also partners with dozens of consultancies and Systems Integrators who are trai

251、ned to implement the software.Amperity701 5th Ave,Floor 26Seattle,WA 98107T:(206)432- 2024 Third Door Media is a Trademark of Semrush Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuidePricing and support An annual contract is required

252、and a free trial or other pre-purchase testing is available.Licenses start at$100,000 annually for software and scale upward based on data volumes.Amperity offers a managed service staffed by customer data management experts who help clients across a variety of industries manage their customer data.

253、Amperity701 5th Ave,Floor 26Seattle,WA 98107T:(206)432- 2024 Third Door Media is a Trademark of Semrush Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTarget customer Fortune 1000 brands and their advertising and marketing platforms

254、;agencies;publishers;and any business interested in understanding and identifying site visitorsCompany overview Founded in 2010.60 employees.Acquired:nGame,Profoundis,MatterMark,Conspire.FullContact is a privacy-focused identity resolution company building trust between people and brands.The company

255、 assists marketers to create tailored customer experiences,identify website visitors,improve ad targeting along with measurement as well as improve identity verification and fraud solutions by unifying data and applying insights.Headquartered in Denver,CO,with satellite offices in major metropolitan

256、 cities.Product overview FullContact holds a patent for the logic and methodology behind its identity resolution solution,which powers the companys APIs and its integrations with leading adtech and martech solutions,as well as with identity verification and fraud providers,to improve customer experi

257、ences.FullContact offers three key products:Resolve:Its identity resolution solution allows marketers to unify fragmented identities and recognize people in real time as they engage.Enrich:This offering gives users additional data so they can find insights relevant to brand engagement.Verify:Prevent

258、 ecommerce fraud.Use cases Identifying website visitors:The platform lets marketers identify website visitors across devices and sessions to enable them to act upon customer and prospect data.Delivering real-time insights:Users can apply up to 1000 different insights,including lifestyle,interest,and

259、 demographics for better personalization,even with unknown web traffic.Onboarding data:Allows users to translate offline data to an online environment by providing hashed emails,mobile ad IDs(MAIDs)and anonymous platform IDs.Creating a single identity across enterprises:Marketers can use the solutio

260、n to resolve disparate data into a single source of identity truth.Used as an identity spine for measurement and attribution across the enterprise.Measuring omnichannel marketing.Enables the creation of a common view across channels including online,offline,business and consumer personas.Media ampli

261、fication:Applying hashed emails and MAIDs that extend media reach to improve ROAS.Artificial intelligence and machine learning FullContacts graph leverages AI/ML to grow and expand connections.FullContact1580 N.Logan St.,Ste 660,PMB 45057Denver,CO 80203T:888-330- Key customersNot publicly disclosed

262、but available upon request.Key executivesChris Harrison,Chief Executive OfficerKen Michie,Chief Technology OfficerJason Soni,General Counsel and Data Privacy OfficerMary Hennen,Vice President of Sales and Marketing 2024 Third Door Media is a Trademark of Semrush Inc.29 https:/martech.orgVENDOR PROFI

263、LESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideData onboarding Allows users to translate offline data to an online environment by providing hashed emails,mobile ad IDs(MAIDs)and anonymous platform IDs.Identity resolution methodology Full Contacts identity graph focuses

264、 on real individuals over devices or households.This system enables users to link fragmented identities into a consistent PersonID throughout the enterprise and media environment.The dataset comprises over 3.5 billion globally deterministically linked identities,247 million U.S.whole person profiles

265、,and more than 50 billion individual omnichannel identifiers that span over ten different categories.These categories include name and address,phone numbers(business and personal),email(business and personal),hashed email,social identifiers,anonymous website identifiers,IP address,PlaceKey,PanoramaI

266、D,and mobile advertising IDs.The system is updated with 25 billion data point refreshes monthly and incorporates 16 categories of data,consisting of ethically-sourced personal and professional attributes for every U.S.adult consumer.The real-time feature of the system allows users to identify custom

267、ers as they interact with the brand,boasting a response time of 40 milliseconds and executing over 30 million updates daily.Data management FullContact Resolve identifies what data belongs to a single individual.Allows marketers to unify fragmented identities and recognize people in real time as the

268、y engage.FullContact Verify identifies if the information matches expected data to reduce fraudulent data and identify mismatched data.Analytics and reporting FullContacts Website Recognition tools can deliver reports on website visitors providing analytics into site traffic.Third-party integrations

269、 Platform APIs enable connections to most adtech,martech(i.e.,CRMs,CDPs),ecommerce platforms,workflow automation tools and systems.Examples of native integrations include Snowflake,Simon,FICO,Optimizely,Auth0,Now SnowGraph,Adobe,Zapier,Placekey,Liveintent and more.Pricing and support An annual contr

270、act is required and a free trial or other pre-purchase testing is available.Average customer spend is not disclosed but FullContact offers multiple subscription tiers,enabling clients to start small and grow their involvement.FullContacts SaaS annual license pricing model is based solely on the valu

271、e of matched outputs.Clients receive a dedicated account executive and customer success team.FullContact1580 N.Logan St.,Ste 660,PMB 45057Denver,CO 80203T:888-330- 2024 Third Door Media is a Trademark of Semrush Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution

272、Platforms:A Marketers GuideTarget customer Intent IQ works with brands,agencies,DSPs,SSPs,monetization platforms and publishers.Company overview Founded in 2011.50 employees.Intent IQ is a pure-play identity resolution technology company that helps its clients navigate present and future cookieless

273、landscapes with solutions for inventory monetization and audience targeting,onboarding,activation and campaign measurement.Product overview Intent IQ maintains a proprietary Identity Device Graph that maintains an accurate,real-time map of relationships between households,individuals,devices,browser

274、s and apps,making it possible to anonymously match otherwise unidentified users and cluster them with other IDs used by programmatic buyers and sellers.Use casesPublishers and ad sellers use Intent IQ for:Cookieless monetization of their inventory(either owned and operated or third-party partners)by

275、 inserting missing IDs in the bidstream of a sites Safari and other cookieless visitors.Analysis of unidentified site visitors across 1,000+demographic,lifestyle,financial and other behavioral audience segmentsAdvertisers agencies and media buyers use Intent IQ for:Enhancing bidding strategies by ma

276、tching unidentified site visitors and inserting the corresponding IDs of SSP and DSP partners into the programmatic bidstream.Activating audience insights by overlaying third-party insights including 1,000+demographic,lifestyle,financial and other data points onto any first-party audience,subsequent

277、ly pushing first-party audiences to other platforms for activation in cookied environments.Cookieless audience activation of those same third-party or first-party defined audiences onto Intent IQs partner network of 80,000 sites.Onboarding data by matching cookieless site visitors,hashed emails(HEMs

278、)and CRM files to Intent IQs multi-layer,cookieless universal identifier mapped to household,person,device,browser and app.The onboarded data is transferred via secure buckets,site pixels,or clean rooms and can be segmented across any number of custom audiences.Retargeting unidentified site visitors

279、 on their iPhone and other cookieless devices and browsers,combining data onboarding and cookieless audience activation products.Enriching their CDPs with Intent IQs cookieless universal identifier.Measuring campaign performance with full-funnel attribution,eliminating cookieless blind spots over lo

280、ng funnels of up to six monthsIntent IQ37-18 Northern Blvd.,Ste 404Long Island City,NY Key customersFreestarArena GroupDailymailTaboolaPrimisSimplifiKey executivesRoy Shkedi,ChairmanDror Ben Yishai,Chief Technology Officer 2024 Third Door Media is a Trademark of Semrush Inc.31 https:/martech.orgVEND

281、OR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideArtificial intelligence and machine learning Intent IQ leverages artificial intelligence and machine learning to tackle tech challenges that necessitate the utilization of Big Data pattern matching.It enhances its

282、accuracy by employing models with a substantial deterministic truth set.For instance,discerning that two devices linked with the same email will also exhibit analogous web activity necessitates machine learning to determine the likelihood that both devices are owned by the same individual.Data onboa

283、rding All Intent IQ products offer online onboarding options through images,HTTP or JavaScript pixels.Intent IQ provides a user-friendly UI for easy pixel creation.For Attribution,Activation,and Insight Reports,Intent IQ facilitates offline onboarding through a self-serve uploader tool.The offline o

284、nboarding is compatible with multiple flexible file formats(with or without hashed email).Identity resolution methodology Intent IQs proprietary Identity Device Graph generates a real-time map of relationships between households,individuals,devices,browsers and apps.This enables the anonymous matchi

285、ng of unidentified users and clustering them with other IDs utilized by programmatic buyers and sellers.The graph,which is refreshed every 48 hours,draws from over 20 billion digital signals processed daily and over 15 billion monthly email open and log-in events.The data linkages,covering over 80%o

286、f ad inventory,are renewed regularly.Intent IQ claims its matches have a daily and deterministically verified accuracy of 92%-97%.The companys in-house graph powers over 2 billion cookieless impressions per day across more than 80,000 sites,reaching over 300 million unique individuals in over 120 mi

287、llion households.Media,including video and display,are served across desktop,mobile,and CTV devices.Intent IQs first-party clustering technology powers its real time identity device graph that acts as an ID switchboard for partners,facilitating audience onboarding,activation,targeting and monetizati

288、on in all environments including cookieless.Data management Intent IQ tests for accuracy with a deterministic test running daily on four million samples taken randomly from its graph.The company didnt provide information about data deduplication or normalization functionality.Analytics and reporting

289、 Intent IQs Bid Enhancement service provides detailed impressions and revenue performance reports with filtering capabilities by browser type,bidder,audience segment,device,etc.Its Attribution service reports on full-funnel metrics,from impressions to conversions,CPA and ROAS,as well as full path-to

290、-conversion analysis.Audience Insights reports provide third-party audience segmentation across hundreds of categories such as lifestyle,demographics,automotive and education.Intent IQ provides clients with a dashboard to access their data,including information on first-party onboarding data,lift,fi

291、ll rates,match rates,CPM and campaign visualization.Third-party integrations Intent IQs SDK was developed to augment Prebid,an open-source feature backed by several Prebid wrappers including Magnite Demand Manager,Hashtag Labs and Assertive Yield.Intent IQ37-18 Northern Blvd.,Ste 404Long Island City

292、,NY 2024 Third Door Media is a Trademark of Semrush Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers Guide Furthermore,Intent IQ Identity provides support for Google AdXs PPID.To facilitate easy reporting,Intent IQ has designed a Bid Enhan

293、cement service that works with Google Ad Manager.Pricing and support Intent IQ does not require an annual contract,and a free trial or pre-purchase testing is available.For ad sellers/publishers,Intent IQs Bid Enhancement service operates on a revenue-sharing model,which is based on the incremental

294、revenue generated by the product.This approach is risk-free and requires no upfront investment.For marketers,Intent IQ offers onboarding,activation,audience data and attribution solutions.These solutions are free for all activations on Intent IQs cookieless audience network.For activations on other

295、audience sources,these solutions are based on a CPM model.Costs vary depending on various parameters such as the number of impressions and the CPM.Intent IQ offers a fully managed service that includes communication via email,a dedicated Slack channel for each partner and bi-weekly online meetings.A

296、dditional support is provided as needed,including step-by-step integration instructions and other relevant documentation.Intent IQ37-18 Northern Blvd.,Ste 404Long Island City,NY 2024 Third Door Media is a Trademark of Semrush Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identi

297、ty Resolution Platforms:A Marketers GuideTarget customer Fortune 5000 B2B and B2C enterprises in the financial services,retail,consumer packaged goods(CPG),automotive,travel and hospitality verticals,as well as the businesses that serve them,including agencies,healthcare leaders,technology companies

298、,data providers and publishers.Company overview Founded in 2012.1,376 employees.LiveRamp is a data collaboration platform that helps marketers build a connected customer view with clarity and context while protecting consumer privacy and abiding by data ethics.The company supports a wide range of da

299、ta collaboration use cases within organizations,between brands and across its global partner network.LiveRamp is based in San Francisco and operates offices worldwide including in New York,Tokyo and Sydney.Product overviewLiveRamps identity solutions encompass the following:LiveRamp Data Collaborati

300、on Platform:An identity-powered,cloud-first platform that supports a wide range of data collaboration use cases by integrating with any tech stack and plugging into an expansive data-rich network.Live/Identity:Allows users to build their companys critical enterprise identity infrastructure with a co

301、nsistent identity framework and clear identity rules that protect privacy and align with business priorities.Live/Access:Lets businesses expand the value of their data,deepen customer understanding and reach new audiences via LiveRamps marketplace for buying and selling trusted third-party data and

302、unlimited opportunities for new second-party collaborations.Live/Connectivity:The RampID identifier connects the digital ecosystem,including more than 14,000 publisher domains,450 of the worlds biggest brands and more than 165 platforms.Adopting this identifier lets brands connect with authenticated

303、 audiences at scale to deliver personalized experience across browsers,mobile devices and CTV.Live/Insights:Marketers can tap into measurement and analytics with robust clean room capabilities,with advanced controls,permissioning and privacy-enhancing technologies built in.Use cases Build out a robu

304、st consumer data strategy.Create a unified,enterprise-wide customer view.Activate audiences across the advertising ecosystem.Power strategic advertising decisions and unlock maximum value from inventory with comprehensive cross-screen measurement and analytics.Artificial intelligence and machine lea

305、rning LiveRamps identity framework leverages machine learning within its identity graph to better determine which individual is the likeliest user of a commonly shared device or to rank the touchpoint and devices a person engages with.This method increases match rates and addressable reach while mai

306、ntaining accuracy in addition to creating a more complete view of people and households.LiveRamp225 Bush St.San Francisco,CA 94104T:866-352-Key customersMcDonaldsDanoneSams ClubPinterestDisneyDollar General Key executivesScott Howe,Chief Executive Officer Kimberly Bloomston,Chief Product OfficerJess

307、ica Shapiro,Chief Marketing Officer Vihan Sharma,Chief Revenue Officer 2024 Third Door Media is a Trademark of Semrush Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideData onboarding Provides online/offline matching with offline data

308、 captured from CRM,customer service,loyalty,telesales,direct mail and catalog systems.Online data is captured from display,search,affiliate,programmatic and social,as well as mobile(app or web),video,digital radio and advanced television(all forms).100%authenticated deterministic matching.Unified ps

309、eudonymous and persistent ID provided.These can all be done through pixel-based onboarding,file-based ingestion,VPC-enabled appliance or cloud-native identity resolution and activationIdentity resolution methodology LiveRamps Enterprise Identity Profile Builder unifies disparate online and offline t

310、ouchpoints together based on an enterprises own custom or ML-based rules,with a consistent identity framework and identity rules that protect privacy and align with business priorities.Customers can leverage the LiveRamp Identity Graph for reference points in consolidating and matching first-party d

311、ata,preserving PII,and enriching it with needed third-party audience attributes from leading data providers to complete the customer profile,across known and unknown touchpoints.LiveRamp can optimize ecosystem transportability and interoperability with solutions to assist with many identities.LiveRa

312、mp can resolve identity at the individual,household,and business levels with the ability to clean up conflicts to maximize results across channels and media identifiers.LiveRamp provides greater reach than cookies or hashed emails and is fully integrated with all the leading publishers,DSPs,SSPs,tec

313、h platforms and measurement providers.Throughout LiveRamps network,RampID partner translations and transcoding are lossless and highly efficient,fully supporting real-time bid streams.Data management LiveRamp offers a variety of data normalization functionalities.These include the standardization of

314、 email addresses,numbers,date formats,and field lengths.The software is capable of handling empty or null values and removing unnecessary or unapproved data.The company also provides specific solutions for address normalization,such as correcting street names to their full form,correcting invalid ZI

315、P codes or adding ZIP+4,resolving State/ZIP mismatches,and identifying invalid states or territories.The software also offers solutions for name normalization,such as correcting the order of names and removing restricted names.Additionally,it has functionalities for flagging invalid emails and phone

316、 numbers.LiveRamp has the ability to split a single field of data into multiple fields.For instance,it can split a field containing name,address,and phone(NAP)information into separate fields for name,address,city,state and ZIP.Analytics and reporting Analytics and reporting capabilities within the

317、data collaboration platform include:Self-serve access to exposure data and third-party data-including TV and social media.Cross-screen lift and attribution.Cross-screen reach and frequency.Build-your-own and trusted LiveRamp models and methodologies.Access to exposure data and third-party data.Pre-b

318、uilt reports and visualizations or DIY analysis.Audience insights.Ad effectiveness reporting.LiveRamp225 Bush St.San Francisco,CA 94104T:866-352- 2024 Third Door Media is a Trademark of Semrush Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Market

319、ers GuideCollaboration and workflow Available tools include Configurable Delivery Rules and Billing estimate,both part of the Activation Bundle,which allow marketers to customize their marketing strategies and manage their budget effectively.The software also provides detailed information on Activat

320、ion status by Segment and Integration Connection,enabling marketers to track and manage their marketing activations in real-time.Additionally,the software features a Call to Action for Integration Connections and Self Service Activation Management,which provide marketers with greater control over th

321、eir marketing activations.The software also maintains a complete Audit/History of segment activation,allowing marketers to review and analyze their past marketing activations.Third-party integrations As a neutral platform uniting the fragmented TV,CTV,and digital ecosystem,LiveRamp enables clients t

322、o connect data within their enterprise and cloud solutions,collaborate with partners,and activate data across the broader ecosystem.LiveRamp is connected to more than 14,000 publisher domains,450 of the worlds biggest brands and more than 165 platforms.Pricing and support Annual contracts are requir

323、ed,and free trials or other pre-purchase testing opportunities are available.Specific pricing isnt publicly disclosed,but it is typically based on data volume,number of channels and types of data licensed.Dedicated and/or ticketed support is included depending on the relationship scope.LiveRamp225 B

324、ush St.San Francisco,CA 94104T:866-352- 2024 Third Door Media is a Trademark of Semrush Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTarget customer Enterprise B2C and B2B clients spanning all major industries.Company overview Fou

325、nded in 1988.16,000 employees.Merkle,a dentsu company,is a data-driven customer experience management(CXM)company that specializes in the delivery of unique,personalized customer experiences across platforms and devices.Merkle has a presence in more than 30 countries throughout the Americas,EMEA and

326、 APAC.Product overviewMerkury is an enterprise identity solution that enables the growth of first-party identity and data by helping clients build,own,and control their own private ID graph.Solution components include:Merkury Identity:Customer Identity Resolution for PII-based and email customer rec

327、ord hygiene and master ID assignment.Digital identity resolution,a Merkury tag-based technology,helps clients recognize anonymous site visits in real time and integrate identity into any tech platform for personalized experience and retargeting.Merkury Data:Third-party offline sourced data consistin

328、g of thousands of Merkury proprietary and branded consumer data attributes pre-connected to the Merkury ID.Merkury Connections:Enables connectivity of the Merkury ID to media publishers,adtech and martech platforms like marketing clouds and CDPs.50+direct cookieless premium media integrations with c

329、losed-loop ID measurement.Merkury Clean Room:A privacy-safe data and analytics environment enabling clients to perform advanced segmentation,modeling,and closed-loop measurement and attribution at an individual,anonymous Merkury ID level.Use cases Enterprise,person-based identity resolution and priv

330、ate ID graph build and ownership.First-party data hygiene and consumer data enhancement for audience insights and analytics.Real-time website identity to recognize anonymous traffic,personalize,retarget,deliver CRM and service experiences.Person-based audience targeting and measurement in media.Arti

331、ficial intelligence and machine learning Merkury uses AI and ML for complex processing of identity and data attributes,leveraging advanced algorithms and libraries such as XGBoost,Maximal Collapsible Cliques and HDBSCAN.This process enhances the quality and consistency of data,code,and outputs while

332、 minimizing errors,failures,and risks.AI and ML learns from data and feedback,providing predictive and prescriptive features for calibration of the ID graph and data.An example is Merkurys unique 30-step digital identity resolution waterfall which determines confidence levels of matches to the Merku

333、ry person ID.Merkle7001 Columbia Gateway Dr.Columbia,MD 21046T:(443)542-Key customers SoFi Citizens BankAARP American Heart AssociationKey executives Pete Stein,Global President,Merkle Matt Seeley,EVP,Global Data and Identity ServicesGerry Bavaro,Chief Strategy Officer,MerkuryPeter Randazzo,Chief Technology Officer,Merkury 2024 Third Door Media is a Trademark of Semrush Inc.37 https:/martech.orgVE