For years, businesses relied on third-party cookies, ad networks, and external data providers to track customers and personalize marketing. But privacy regulations, browser restrictions, and growing consumer awareness are making third-party data unreliable and unsustainable.
The solution? First-party data—information collected directly from customer interactions with your brand. When combined with identity resolution, first-party data becomes a powerful, privacy-compliant way to track, engage, and personalize customer experiences.
Here’s why first-party data is now the most valuable asset for identity resolution—and how to use it to your advantage.
Businesses that still depend on third-party data for identity resolution face major challenges:
🚩 Disappearing Third-Party Cookies – Google, Apple, and other tech giants are phasing out cross-site tracking, making third-party data harder to collect.
🚩 Accuracy Issues – Third-party data is often outdated, incomplete, or incorrect, leading to misidentified customers, duplicate records, and wasted marketing spend.
🚩 Compliance Risks – Privacy laws like GDPR and CCPA restrict how third-party data is collected and used, increasing legal exposure.
🚩 Lack of Control – Businesses using third-party data rely on external providers, giving them less visibility and control over customer identities.
✔ Collected directly from customer interactions—no outdated, third-hand data.
✔ Verified in real time, ensuring customer profiles stay updated.
✔ Provides a direct link between brands and consumers, reducing identity resolution errors.
✔ Customers opt in and willingly share data, ensuring transparency and trust.
✔ Meets GDPR, CCPA, and other privacy requirements—no hidden tracking.
✔ Eliminates the risks of third-party data reliance, reducing compliance concerns.
✔ Tracks real customer behavior across your website, emails, CRM, and purchase history.
✔ Powers AI-driven identity resolution, connecting fragmented touchpoints into one unified customer view.
✔ Enables personalization based on real engagement, not guesswork from third-party sources.
✔ Website interactions, form submissions, and account logins.
✔ CRM data, customer support conversations, and purchase history.
✔ Email engagement, social media interactions, and mobile app activity.
✔ Match known identifiers (email, phone, user ID) deterministically.
✔ Use probabilistic AI to fill in gaps where deterministic data is missing.
✔ Continuously update profiles in real time as new data flows in.
✔ Retarget the right customers without third-party cookies.
✔ Personalize ads, emails, and website experiences based on actual customer behavior.
✔ Give sales teams a 360-degree view of every lead’s journey.
🚩 Your identity resolution strategy will break as third-party data disappears.
🚩 Your marketing and sales teams will struggle with inaccurate, incomplete customer profiles.
🚩 Your competitors using AI-driven first-party identity resolution will outperform you.
🔮 Businesses that own their customer data will have a competitive advantage.
🔮 AI-powered identity resolution will replace third-party tracking as the best way to unify customer profiles.
🔮 Privacy-first strategies will become the standard, forcing companies to invest in first-party identity solutions.
If your business is still relying on third-party data for identity resolution, it’s time to switch to a first-party strategy.
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.
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