Emerging Identity Resolution and Data Activation Trends to Look for in 2023
Kutubkhan Bohari
Apr 26, 2023

Explore the emerging identity resolution and data activation trends shaping the industry. Gain insights from advanced customer identity management solutions to data-driven personalization strategies.


A dramatic transformation is being witnessed in the way that organizations collect, process, and utilize data. The importance of data-driven marketing strategy and insights has never been more significant, and as technology advances, businesses are increasingly adopting innovative solutions and technologies to stay ahead of the curve to remain competitive.

With the growing importance of data-driven decision-making and the need to deliver personalized customer experiences, identity resolution, and data activation have become increasingly crucial for businesses in recent years. In addition, increasing competition and growing pressure on companies to deliver better customer experiences are further deepening the penetration of these solutions.

Identity resolution and data activation enable businesses to better understand and engage with their customers, optimize marketing and advertising efforts, and drive business growth and success, helping businesses overcome various obstacles and achieve greater ROI.

Top 5 Identity Resolution and Data Activation Trends for Businesses

The emergence of identity resolution and data activation is revolutionizing the way businesses use digital marketing. As a result, an increasing number of digital markets have begun deploying Customer Data Platforms (CDP) to boost their marketing efforts and unlock the data value by creating actionable insights.

Determining identities and activating collected data are some of the critical steps for businesses looking to improve their customer experience. The following is a list of identity resolution and data activation trends for businesses to drive data-driven marketing efforts in 2023.

Increased Integration of AI and ML

Advanced artificial intelligence (AI) and machine learning (ML) technologies are increasingly being integrated into identity resolution and data activation platforms. These technologies allow organizations to process and analyze data at a faster rate and with greater accuracy, enabling them to optimize their strategies, deliver better results, and gain insights that would have previously been impossible. For example, AI and ML algorithms can help businesses to identify patterns and trends in customer behavior, allowing them to personalize their marketing campaigns and improve customer engagement.

Shift towards Privacy-first Approach

Data privacy has become a significant concern for both consumers and businesses in recent years. In response to this, numerous data protection regulations, such as the General Data Protection Regulation (GDPR) in the EU and the California Consumer Privacy Act (CCPA) in the US, have been enacted. These regulations emphasize the need for businesses to handle user data responsibly and have led to a shift in focus toward privacy-first identity resolution solutions.
Privacy-centric identity resolution involves adopting techniques like anonymization, pseudonymization, and differential privacy. These methods protect user data while still providing valuable insights for businesses. By adhering to a privacy-first approach, companies can maintain consumer trust while complying with data protection regulations.

Biometric and Cross-Device Identity Resolution

The usage of devices and platforms, from smartphones and laptops to connected TVs and smart speakers, has significantly increased among customers in recent years. In addition, biometric data, such as fingerprints and facial recognition, is becoming increasingly popular for authentication, as it provides a more secure and convenient alternative to traditional passwords.

Increasing accessibility of smartphones, wearable devices, and biometric authentication is creating a tailwind for cross-device identity resolution. As it is essential for businesses to recognize users across these various touchpoints, businesses are increasingly focusing on cross-device identity resolution to leverage the consumer data collected from these devices and create a single view of a customer's identity.

Growing Use of Blockchain Technology

Businesses are focusing on adopting blockchain technology for identity resolution and data activation as it provides a tamper-proof and transparent record of all transactions, which makes it an ideal solution for identity verification and data management.

Blockchain is a decentralized ledger system that allows for secure and transparent data sharing. By using blockchain, businesses can create a secure and transparent digital identity for their customers that can be used for authentication. This digital identity can be stored on the blockchain and accessed by authorized parties for verification purposes, eliminating the need for customers to provide multiple forms of identification and assisting businesses in making the identity verification process faster and more convenient.

Media Optimization

One of the most critical techniques online businesses are adopting today is media optimization. Media optimization refers to the process of utilizing data analytics and machine learning to optimize the delivery of media content to customers. While social media marketing, mailing lists, and direct messaging are standard practices, oversaturating the audience with promotions is negatively impacting the ROI for the marketing teams.

Businesses can gain deeper insights into customer behavior and preferences by leveraging customer data from numerous sources, such as social media, purchase history, and website interactions. These insights can then be used to create customized media experiences that are personalized to individual preferences.

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Identity Resolution and Data Activation: The Future Outlook

Identity resolution and data activation are becoming increasingly critical to brands, businesses, and marketers as consumers prefer different platforms, channels, and devices. As the number of customers continues to surge, keeping track of the various identities a single customer possesses is becoming trickier. This makes it almost impossible to design a customized and personal campaign. Identity resolution makes this possible by connecting the scattered information to create a unique identity for each customer.

With data management platforms and technology continuously evolving, identity resolution and data activation are becoming competitive marketing disciplines for businesses. It can combine data from first-, second-, and third-party sources to create a unique consumer identity. As these trends continue to evolve, businesses and organizations are aiming to leverage customer data in new and innovative ways to drive growth and enhance the customer experience. By staying on top of these trends, organizations can position themselves for success in a fast-evolving digital landscape.