Marketing Without Identity Resolution Is a Money Pit

Most marketing teams think they’re targeting the right audience. But behind the scenes, duplicate records, disconnected data, and mismatched identities are draining ad budgets and ruining personalization.

Without identity resolution, you’re likely:
❌ Serving the same ad multiple times to what appears to be different people (but is actually the same user across devices).
❌ Retargeting existing customers with acquisition campaigns instead of upsells or loyalty offers.
❌ Failing to track the full customer journey, leading to inaccurate attribution and wasted spend.

Identity resolution fixes this by unifying fragmented customer interactions into one accurate profile, so marketers can target the right people, with the right message, at the right time—without waste.

How Identity Resolution Works in Marketing

Identity resolution consolidates disconnected customer interactions across multiple devices, email addresses, and touchpoints to create a single, trackable profile.

1. Eliminating Wasted Ad Spend on Duplicate or Irrelevant Targeting

✔ Prevents serving ads to the same user across multiple devices.
✔ Ensures existing customers aren’t mistakenly included in acquisition campaigns.
✔ Reduces overlapping and redundant ad impressions, cutting costs.

2. Improving Personalization & Customer Experience

✔ Tracks how customers engage across multiple channels, leading to better audience segmentation.
✔ Allows for more precise ad messaging based on full customer behavior, not just one interaction.
✔ Delivers omnichannel consistency, so customers see cohesive messaging across email, social, and paid media.

3. Enhancing Attribution & Campaign Performance Measurement

✔ Accurately tracks the customer journey from first touch to conversion.
✔ Helps marketers understand which ads, content, and touchpoints drive real sales.
✔ Eliminates false attributions caused by fragmented identities.

Real-World Example of Identity Resolution in Marketing

Without identity resolution:

• A user clicks on a Facebook ad using their phone.
• Later, they sign up for a webinar on their laptop using a different email.
• A week later, they make a purchase on their desktop.
• Your analytics platform sees this as three separate users and misattributes the conversion.

With identity resolution:

• The system recognizes these actions as part of one unified customer journey.
• Marketing can attribute the sale to the correct campaign and optimize spend accordingly.
• Future engagement is personalized based on true behavior, not fragmented interactions.

Why Most Marketing Teams Struggle Without Identity Resolution

🚩 Data Silos – CRM, email, social, and paid media don’t sync, causing broken attribution.
🚩 Privacy Challenges – Third-party cookies are disappearing, making old tracking methods obsolete.
🚩 Lack of First-Party Data Strategy – Companies relying solely on third-party data are losing audience visibility.

The Future of Marketing & Identity Resolution

🔮 First-party data will become the foundation of audience targeting as third-party cookies disappear.
🔮 AI-driven identity resolution will allow real-time audience segmentation for better campaign execution.
🔮 Privacy-first marketing will require brands to prioritize consent-based identity resolution methods.

Want to See Identity Resolution in Action?

If you’re tired of wasted ad spend, duplicate targeting, and broken attribution, identity resolution can help you run smarter, more profitable marketing campaigns.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.