Soaring Technologies Paving the Way for Identity Resolution and Data Activation
Kutubkhan Bohari
May 4, 2023

Uncover the future of data-driven decision-making and learn how innovative technologies are adding new capabilities and creating tailwind for identity resolution and data activation solutions.


The ability to accurately identify and activate customer data is paramount for success in today's business landscape. Identity resolution and data activation are two of the most essential capabilities for modern marketers aiming to deliver personalized experiences at scale. However, achieving these capabilities is not easy, as it requires integrating and managing data from multiple sources, channels, and devices while respecting consumer privacy and complying with regulations.
With the advent of new technologies, businesses now have more powerful tools than ever before to tackle these challenges. The emergence of identity resolution technology, in particular, has revolutionized the way companies approach customer data management and activation. By leveraging advanced identity graph solutions and data matching algorithms, identity resolution and data activation technologies help businesses connect customer data across multiple touchpoints, resulting in a more complete view of the customer.

Key Technologies Creating Tailwind for Identity Resolution and Data Activation

In the age of data-driven marketing, businesses are always looking for new and innovative ways to improve their customer engagement and experience. One of the key challenges in achieving this goal is the ability to accurately identify and target individual customers across multiple devices and touchpoints. This is where identity resolution and data activation come into play, and with the help of emerging technologies, businesses can achieve unprecedented levels of accuracy and precision. Here are the emerging advanced technologies accelerating the adoption of identity resolutions and data activation:
Artificial Intelligence and Internet of Things
Artificial intelligence (AI) and the Internet of Things (IoT) are transforming the ways companies approach identity resolution and data activation. With AI and machine learning algorithms, businesses and marketers can leverage advanced algorithms to analyze vast amounts of customer data and identify patterns and connections that would be difficult for employees to discern. AI-powered identity resolution tools can also match customer data across multiple devices, browsers, and platforms, enabling marketers to track and engage with customers wherever they are.
On the other hand, as more and more devices become connected to the internet, businesses can use this data to identify and track customer behavior in real time. This allows them to personalize messaging and deliver targeted experiences that are tailored to the individual's needs and preferences.

Blockchain and Decentralized Identity Solutions

By providing a reliable, transparent and secure way to manage digital identities and data, blockchain technologies enable secure and transparent transactions without intermediaries, thereby enhancing customer trust, reducing risk, and improving the accuracy of identity verification. It also provides users with greater control over their personal data.
Additionally, decentralized identity solutions, such as self-sovereign identity (SSI), provide individuals with control over their digital identity by allowing them to store their personal data on their own devices rather than on centralized servers. This technology enables more personalized and seamless customer experiences, as users can control how their data is used and shared across different platforms and services.

Cross-Device Tracking and Probabilistic Matching

Cross-device tracking and probabilistic matching are emerging technologies that are transforming how companies approach identity resolution and data activation by enabling them to connect disparate data points across different devices and channels.
Cross-device tracking involves using data such as IP addresses, device IDs, and login information to link a user's activity across multiple devices, including smartphones, tablets, and desktop computers. As a result, companies can create a more complete and accurate identity graph of a user's behavior and preferences to assist them in delivering more personalized and targeted marketing messages by connecting data from different devices.
Probabilistic matching is another technique used to connect data across different devices and channels. It involves analyzing data such as location, browsing behavior, and device type to identify patterns and relationships between different data points. This enables companies to create a more accurate and complete view of an individual's behavior and preferences, allowing them to deliver more relevant marketing messages.

Customer Data Platforms

Customer data platform solutions allow companies to identify and track customer interactions across multiple channels and touchpoints, including websites, mobile apps, social media, and in-store interactions. It also creates a unified customer profile that includes demographic, behavioral, and transactional data, enabling companies to gain a comprehensive view of their customers and personalize their interactions.
As a result, marketers are able to gain a customer 360-degree view and use this data to better understand their preferences and deliver personalized experiences across different channels. Companies can significantly improve their ability to engage with customers, drive revenue growth, and build brand loyalty by leveraging customer data platforms.

Privacy-Enhancing Technologies

Privacy-enhancing technologies (PETs) are a set of techniques and technologies that enable data processing and analysis while protecting the privacy and confidentiality of personal data. These include encryption, anonymization, and differential privacy, among others. It assists businesses to collect and process customer data in a way that is privacy-preserving and secure, enabling them to maintain the trust of their customers and comply with data protection regulations.
By integrating PETs, companies can enhance their ability to leverage data to drive business growth and improve customer experiences, while at the same time demonstrating their commitment to privacy and data protection. This helps them build customer trust and loyalty, leading to increased customer satisfaction, retention, and revenue growth.

Embrace the soaring technologies shaping the future of marketing with Attentity identity resolution and data activation.

The Story Ahead

The emergence of technologies such as AI and IoT, cross-device tracking, blockchain, and others is revolutionizing the way companies approach identity resolution and data activation.
This, in addition to advanced data management technologies, is providing companies with the data matching tools they need to connect disparate data points across different devices and channels, thereby creating a more complete and accurate identity graph of their customers. Using the data derived from these identity resolution and data activation technologies, companies can deliver personalized and targeted marketing messages, leading to increased customer engagement and loyalty.

Therefore, organizations and marketers across the globe are increasingly aiming at integrating these advanced technologies for identity resolution and data activation to leverage the power of data to improve customer experiences, and business outcomes, drive growth, and build long-lasting customer relationships.