ID Resolution H1 2023

ID resolution—identifying individual users across digital touchpoints—is critical for marketing success. But the deprecation of legacy identifiers will continue, and the ad industry needs to adopt post-cookie solutions now before its hand is forced. Marketers must test new collaboration paradigms like data clean rooms (DCRs) and revisit older concepts such as probabilistic matching and contextual targeting. The order of the day is experimentation.

KEY QUESTIONS

1. How is the ID provider landscape evolving?
2. Where does ID resolution factor into marketing budgets?
3. What role do DCRs play in ID matching?
4. Will IP addresses meet the same fate as third-party cookies and mobile device IDs?

KEY STAT: ID resolution will be a $10 billion industry in the US this year, just one indicator of the monumental challenge in reconciling ID conflicts.