With the depreciation of third-party cookies from Google’s Chrome browser, and looming changes to Apple’s identifier for advertisers (IDFA), B2C marketers are overhauling their processes and technologies in order to thrive in this cookieless world and meet the evolving needs of consumers in any channel.
Forrester’s Q3 2020 Now Tech report on Identity Resolution examines the identity resolution landscape, including an overview of vendors by size, functionality, geography and market focus.
B2C marketers should use this report to:
- Understand the marketplace definition of identity
- Learn about the expected value from an identity resolution provider, including vendor landscape based on size and functionality
- Establish an identity resolution roadmap
Merkle helps organizations gain identity freedom
Merkle was named a large established player in Forrester’s 2018 and 2020 Now Tech report on Identity Resolution. However, our approach to identity is uniquely rooted in identity independence—we help organizations gain identity freedom from players like Google, Facebook, and Amazon, through data connections, ownership, and control—all to reveal an individual’s true identity and engage them in a 1:1 way across channels.
Here’s how it works:
- Build first-party consumer IDs and grow your data assets across consumer digital, behavior, and terrestrial data
- Own and control the data you collect
- Confidently identify individuals across channels and converse with them in meaningful ways
