Identity Resolution
Identity resolution is the matching of records across devices and channels to recognise that they belong to the same person.
Why It Matters
It underpins both personalisation and measurement, and it is the practice most directly affected by privacy regulation.
Related Terms
- First Party DataFirst-party data is information a company collects directly from its own customers and users, through its own products and with their consent.
- Third Party DataThird-party data is information about people collected by companies that have no direct relationship with them, and sold for targeting.
- Marketing AttributionMarketing attribution is the assignment of credit for a sale to the advertising and marketing that preceded it.
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