The following is a summary and highlights from an article appearing on adweek, provided by an identity resolution technology supplier. The claims may be exaggerated for sales purposes, but it is interesting to see one idea for getting around GDPR and other regulations. The disturbing idea that GDPR and other privacy regulations creates the role of brands as protectors of its users profile shows how business doubles down on privacy challenges.
Nothing short of Wall St selling shares of companies violating privacy laws will change the privacy landscape.
Europe’s GDPR battle has made clear the writing on the wall as changes including:
- over 60 countries announcing data privacy laws
- several US states commencing consumer privacy protection
- tech giants becoming involved in privacy regulation
- Google introducing “anti-fingerprinting” in Chrome
- Facebook Pixel disconnecting from user histories
demonstrate that plans for content creation, targeting and attribution models will need to adapt to life without tracking pixels, cookies, and fingerprints.
However, a Salesforce survey indicated that over 75 percent of consumers expect brands to provide customized experiences.
Therefore, enter “Identity Resolution”, the fabric which enables a clear and accurate picture of a consumer’s “omnichannel journey”.
By integrating identifiers across available touch-points and devices with behaviour, transaction and contextual information, a cohesive and addressable consumer profile can be constructed for marketing analysis, orchestration and delivery.
User profiles may be developed in this way and pseudonymous IDs like mobile ad IDs (MAIDs) and cookies help construct cross-device identities.
Identity covers three areas:
- online and offline data collection
- resolution of partial profiles into persistent, unique profiles
- maintenance of the identity over time as factors change.
technology that collects and matches disparate data sets in a privacy-compliant manner are key to creating the persistent identity at the heart of customer-centric omnichannel marketing.
Consolidating partial profiles into single, persistent sources of truth improves the consumer’s omnichannel experience and helps safeguard his or her privacy requests. Identity resolution is a win-win.
As consumers move through various marketing channels, they give consent for technology to collect and analyze information such as cookies, email addresses, device IDs, site visits and past purchases.
Identity is a symbiotic relationship.
References
- GDPR-Era Privacy Laws Demand a New Approach to Identity: https://www.adweek.com/partner-articles/gdpr-era-privacy-laws-demand-a-new-approach-to-identity/