Post by nurnobisorker14 on Oct 31, 2024 4:06:33 GMT
of the customer experience in an omnichannel perspective and in cookieless contexts: are we really ready to take up the challenge?
Let's start from this question to draw attention again to the concept of identity resolution : after a first theoretical excursus on its definition, its process and its advantages, it is now time to fully understand its scope and relevance in light of an increasingly close deadline for the elimination of third-party cookies.
But let's start with the context in which we operate.
Identity Resolution: Meeting the Personalization Challenge
From third-party cookies to identity resolution: advertising changes face
Blendee's Identity Graph: The Heart of the Identity Resolution Process
Blendee ID: the solution to cookie deprecation
Deprecation of third-party cookies
Identity Resolution: Meeting the Personalization Challenge
Consumer expectations for shopping experiences and brand interactions have reached unprecedented levels .
That’s according to data released by Salesforce in its latest “ State of the Connected Customer Report ,” which found that 80% of customers surveyed believe a brand’s experience is as relevant as its product and service offerings, and 73% said they’re open to greater personalization as technology advances.
These data and trends are also confirmed by a study conducted by “ Think with Google” according to which personalization plays an increasingly important role among the competitive advantages of companies.
A competitive advantage, that linked to the bulk email campaigns personalization of the customer experience, as clear to implement as it is often difficult to pursue in an increasingly omnichannel and cross-device context .
Faced with a consumer who moves with increasing fluidity between the online and offline worlds, the points of contact and devices through which he interacts with the brand are multiplying.
A lot of data and information is published in each of them, but it is increasingly complex to trace them back to a single person , especially in an increasingly cookie-free and privacy-friendly context.
It is precisely in such a fragmented context that identity resolution shows its full value and offers brands, publishers and advertisers a valid alternative to the depreciation of third-party cookies .
Identity chart
From third-party cookies to identity resolution: advertising is changing face
To fully understand the importance of identity resolution-based marketing strategies, it may be worth taking a step back.
The elimination of third-party cookies has been repeatedly considered a watershed moment in the world of advertising : third-party cookies have been the backbone of digital advertising for decades , a highly relevant element for creating effective and personalized campaigns by coordinating content, delivery methods and frequency with user preferences.
In particular, what has been at the heart of the success of this advertising model for years is the ID Cookie Matching , which allows (or perhaps better, has allowed) the creation of conversion maps between the Cookie IDs of a brand's properties and the Cookie IDs of the AdTech platforms on which the campaign was to be broadcast.
If you think about it, this is precisely the case of retargeting campaigns , which, together with the aspect related to optimizing the frequency of ads and measuring campaign results, represent the most difficult challenge area where the world of digital advertising will be put to the test.
Blendee ID
Blendee's Identity Graph: The Heart of the Identity Resolution Process
As we have seen, the identity resolution process is based on the possibility of merging , but above all of resolving the different identifiers assigned to the user in the different interactions with various devices , into a single ID . The objective of an identity resolution process is therefore to create a complete and up-to-date 360-degree customer view , which is essential for customer experience personalization activities.
The crucial phase of an identity resolution process therefore concerns the construction of an Identity Graph , which could be considered as a large database, where the different identifiers are collected and linked to each other.
Coming back to the graph model, the different IDs will constitute the nodes of the graph and the relationships created will define the edges.
But what identifiers are we talking about?
Let's imagine a user who browses from multiple devices (PC, smartphones, smart TV) and uses more digital content: each time he connects, he is identified, after giving his consent, thanks to a code provided by the device or by the application environment.
In particular, the identity graph collects:
Device generated identifiers (MAID, TVID);
Identifiers generated by the application context (PPID, WEBID based on proprietary and third-party databases);
Strong identifiers (email, phone number) that are issued by the user during registration and authentication;
In the identity graph, the different identifiers collected are correlated as information about connections is also acquired, so we are able to define associations between the identifiers of people and devices , when the user logs in, the device association of the AdTech platform (ID Matching), the association between devices taking into account contextual attributes such as connection, geographic location that provide interesting data for profiling (let's imagine how the information about the shared wi-fi connection in a house between the PC, the smartphone and the smart TV, allows us to infer data about the interests, the age of the household members).
The identifiers thus organized within a graph allow me to identify both a single person and the devices associated with them (Device IDs associated with strong ID), and a group of people, allowing them to collect information or send personalized communications.
Blendee ID: the solution to cookie deprecation
After this digression on the relevance of identity resolution and the functioning of the identity graph, let us return to the opening question of our article:
“ Personalizing the customer experience in an omnichannel perspective and in cookieless contexts: are we really ready to take up the challenge?”
The answer is certainly positive.
While cookie deprecation is an important aspect of cross-domain user recognition with implications for the effectiveness of advertising campaigns, Blendee's Marketing Operating System offers marketers, publishers and advertisers a unique solution that enables effective customer experience personalization strategies.
Above all:
provides its customers with a data collaboration engine that allows them to acquire and combine data to improve targeting accuracy in a privacy-respecting environment;
allows interaction with other identification systems through clean rooms ;
allows the use of strong identifiers such as email for retargeting users on closed ecosystems such as Amazon, Google, Meta;
enables the use of privacy-enhancing technologies (such as Google's Privacy Sandbox, profiling and cohort measurement) that are emerging on the market as the solution to third-party cookies.
While the benefits of adopting an identity resolution process are substantial and significant, marketers, publishers, and advertisers face the biggest challenge of creating effective data-driven strategies , which cannot be separated from adopting the right technology stack.
Let's start from this question to draw attention again to the concept of identity resolution : after a first theoretical excursus on its definition, its process and its advantages, it is now time to fully understand its scope and relevance in light of an increasingly close deadline for the elimination of third-party cookies.
But let's start with the context in which we operate.
Identity Resolution: Meeting the Personalization Challenge
From third-party cookies to identity resolution: advertising changes face
Blendee's Identity Graph: The Heart of the Identity Resolution Process
Blendee ID: the solution to cookie deprecation
Deprecation of third-party cookies
Identity Resolution: Meeting the Personalization Challenge
Consumer expectations for shopping experiences and brand interactions have reached unprecedented levels .
That’s according to data released by Salesforce in its latest “ State of the Connected Customer Report ,” which found that 80% of customers surveyed believe a brand’s experience is as relevant as its product and service offerings, and 73% said they’re open to greater personalization as technology advances.
These data and trends are also confirmed by a study conducted by “ Think with Google” according to which personalization plays an increasingly important role among the competitive advantages of companies.
A competitive advantage, that linked to the bulk email campaigns personalization of the customer experience, as clear to implement as it is often difficult to pursue in an increasingly omnichannel and cross-device context .
Faced with a consumer who moves with increasing fluidity between the online and offline worlds, the points of contact and devices through which he interacts with the brand are multiplying.
A lot of data and information is published in each of them, but it is increasingly complex to trace them back to a single person , especially in an increasingly cookie-free and privacy-friendly context.
It is precisely in such a fragmented context that identity resolution shows its full value and offers brands, publishers and advertisers a valid alternative to the depreciation of third-party cookies .
Identity chart
From third-party cookies to identity resolution: advertising is changing face
To fully understand the importance of identity resolution-based marketing strategies, it may be worth taking a step back.
The elimination of third-party cookies has been repeatedly considered a watershed moment in the world of advertising : third-party cookies have been the backbone of digital advertising for decades , a highly relevant element for creating effective and personalized campaigns by coordinating content, delivery methods and frequency with user preferences.
In particular, what has been at the heart of the success of this advertising model for years is the ID Cookie Matching , which allows (or perhaps better, has allowed) the creation of conversion maps between the Cookie IDs of a brand's properties and the Cookie IDs of the AdTech platforms on which the campaign was to be broadcast.
If you think about it, this is precisely the case of retargeting campaigns , which, together with the aspect related to optimizing the frequency of ads and measuring campaign results, represent the most difficult challenge area where the world of digital advertising will be put to the test.
Blendee ID
Blendee's Identity Graph: The Heart of the Identity Resolution Process
As we have seen, the identity resolution process is based on the possibility of merging , but above all of resolving the different identifiers assigned to the user in the different interactions with various devices , into a single ID . The objective of an identity resolution process is therefore to create a complete and up-to-date 360-degree customer view , which is essential for customer experience personalization activities.
The crucial phase of an identity resolution process therefore concerns the construction of an Identity Graph , which could be considered as a large database, where the different identifiers are collected and linked to each other.
Coming back to the graph model, the different IDs will constitute the nodes of the graph and the relationships created will define the edges.
But what identifiers are we talking about?
Let's imagine a user who browses from multiple devices (PC, smartphones, smart TV) and uses more digital content: each time he connects, he is identified, after giving his consent, thanks to a code provided by the device or by the application environment.
In particular, the identity graph collects:
Device generated identifiers (MAID, TVID);
Identifiers generated by the application context (PPID, WEBID based on proprietary and third-party databases);
Strong identifiers (email, phone number) that are issued by the user during registration and authentication;
In the identity graph, the different identifiers collected are correlated as information about connections is also acquired, so we are able to define associations between the identifiers of people and devices , when the user logs in, the device association of the AdTech platform (ID Matching), the association between devices taking into account contextual attributes such as connection, geographic location that provide interesting data for profiling (let's imagine how the information about the shared wi-fi connection in a house between the PC, the smartphone and the smart TV, allows us to infer data about the interests, the age of the household members).
The identifiers thus organized within a graph allow me to identify both a single person and the devices associated with them (Device IDs associated with strong ID), and a group of people, allowing them to collect information or send personalized communications.
Blendee ID: the solution to cookie deprecation
After this digression on the relevance of identity resolution and the functioning of the identity graph, let us return to the opening question of our article:
“ Personalizing the customer experience in an omnichannel perspective and in cookieless contexts: are we really ready to take up the challenge?”
The answer is certainly positive.
While cookie deprecation is an important aspect of cross-domain user recognition with implications for the effectiveness of advertising campaigns, Blendee's Marketing Operating System offers marketers, publishers and advertisers a unique solution that enables effective customer experience personalization strategies.
Above all:
provides its customers with a data collaboration engine that allows them to acquire and combine data to improve targeting accuracy in a privacy-respecting environment;
allows interaction with other identification systems through clean rooms ;
allows the use of strong identifiers such as email for retargeting users on closed ecosystems such as Amazon, Google, Meta;
enables the use of privacy-enhancing technologies (such as Google's Privacy Sandbox, profiling and cohort measurement) that are emerging on the market as the solution to third-party cookies.
While the benefits of adopting an identity resolution process are substantial and significant, marketers, publishers, and advertisers face the biggest challenge of creating effective data-driven strategies , which cannot be separated from adopting the right technology stack.