ALC

Thoughts on identity management and resolution, from Bryan MacDonald, Chief Product Officer, Adstra. Controlling Scale and Accuracy in the Modern ID Era   We have entered an era where marketers may not be able to rely on the cookie as a consistent identifier across the internet. This has many brands and agencies exploring the myriad of solutions when it comes to identity management.   As brands survey the landscape, they’ll hear a lot of sales pitches and promises. Amid this new process, it's hard to tell where to start and what to believe.   If there’s one critical thing that brands need, it’s ownership of the relationship with their identity resolution solution.   With the uncertainty of this new paradigm, many brands will feel the need to double down on scale and not think about the accuracy of their identifiers. This can cause problems down the line and potentially lead to extra costs when it comes to managing identity. Brands must address this issue in the very beginning of talks with CDPs or onboarders. Many of these platforms’ incentive structures are built around scale and not necessarily accuracy. A CDP may charge for the total number of identifiers matched, regardless of the match rate or the overall accuracy of the match. Brands can still operate with low match rates, but they cannot run high-performing campaigns with poor accuracy. Paying for this too many times results in wasted spend and nothing to show for it. To be clear, both reach and accuracy are important. What brands need is visibility and an understanding of their identity resolution solutions. Various use cases demand different balances between scale and accuracy which brands need to control. Many "black box" solutions in the market today do not afford brands this control. Elevated transparency (especially when approaching identity management and resolution decisions) gives brands choice and flexibility when it comes to selecting a vendor. They can go with an independent company, or they can have their solution within their CDP or activation partner. They can essentially choose whatever partner they want, so long as they control a direct relationship with their identity resolution provider. This ensures that they have transparency into the process. Scale and accuracy can make all of the difference for campaign outcomes in this new paradigm. Brands need to be the ones with their hands on the dial when it comes to managing those two outputs. #identity #identitymanagement #identityresolution #scale #accuracy #transparency

We can't wait for #RampUp24, and the Adstra team will be in San Francisco, Feb. 27-29! Connect with our team to discuss how we can help solve your sales and marketing challenges in 2024! Rick Erwin, CEO, Adstra will be there, plus Andy Johnson, Lance Brothers. Scott Gordon, Curt Blattner, Suzanna Stevens, Bryan MacDonald, James Hsu, Jennifer Andre and Kathryn Moreci. Reach us at connect@adstradata.com to set up a meeting. #data #identity #identityresolution #control #connection #transparency #adaptability

Connect with the Adstra team at CES in Las Vegas, Jan. 9-12! Rick Erwin, Andy Johnson, Emily Kistner, James Hsu, Suzanna Stevens, Curt Blattner and Bryan MacDonald will all be there, click to meet the team: https://lnkd.in/dSpnwqUm #connect #identity #data #ChangeTheWayYouData #ces2024