We identify the behavior of visiting person on your website and match to our data graph in real-time. Identity is the key piece of data. Yes, the identity of the person on your website. You pay Google and Facebook an arm and leg to get people to your website and you don’t know who those people are. You see, now you can see. For the first time, ever, you can see WHO the people who are visiting your website. It’s still anonymous, however, now, you have the ability to see the identity, capture the hashed (encrypted) identity of the anonymous person. Meaning the person is boiled down to a unique hashed code or ID number that remains anonymous. Google and Facebook are called Walled Gardens for a reason, they don’t ever show you who viewed, clicked or engaged with your advertising campaigns and they never will. Why? Because it’s considered PII, personally identifiable information from online behavior and it’s a huge privacy issue. It is of paramount importance to maintain 100% anonymity and to protect the encrypted nature, the hashed identity of the person visiting your website. Doing this allows for the proper protections under our privacy laws for both sides, consumers and marketers.
If you’re a marketer looking to find the ideal audience for your product or service then identity resolution is the beginning of the journey. For the past 4+ years, the data technology known as identity resolution has been steadily growing and recently crossed a significant threshold. A threshold percentage of people matched outside of the two major walled gardens. Meaning, for every 100 people who visit your website, nearly 55 can be matched to an anonymous Identity Graph, with nearly 55% on average is a really high match percentage. This number is rapidly growing too, soon it will be at a 70% match rate.
Why is identity resolution so important?
Well, because it’s the basis for all other marketing you’ll do or want to do from the point of initial identity-forward. Once you have an identity established, you can start building a unique profile on the hash ID of the person, the people who become your perfect audience.
There are many opportunities that open up with identity resolution. We’ve created a simple process to start pursuing those opportunities.