Why is first party identity resolution so important?
- by Dirk Rohweder
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The Essentials in Brief
- In an increasingly digitalised world where data privacy is becoming more and more significant, and third-party identity resolution graphs and cookies are falling into disrepute, companies are faced with the question of how responsible digital marketing is possible.
- The recent partnership between Utiq and Teavaro marks a crucial step towards a privacy-compliant and yet personalised digital future. First-party identity resolution solutions and passes play a central role in this.
The main driver for first-party identity resolution solutions is the growing awareness of the protection of personal data on the internet. With increasing consciousness about data privacy, consents for third-party data use and cookies from third parties are subject to stronger regulatory measures and are increasingly discredited in public perception. Cookies have traditionally been a key element of personalised advertising on the internet. Companies are now faced with the challenge of finding alternative ways to effectively reach their target audiences.
Meaning of identity resolution
Customers expect companies to use their data responsibly to offer them tailored and relevant content. Identity resolution is the key to creating a consistent customer experience across devices, domains, and channels. Here, all data and information obtained about a customer are merged using an identity resolution graph, with the customer’s consent. An identity resolution graph shows which devices (such as smartphones, tablets, and laptops) a person uses and through which identifiers (for example, email addresses, mobile numbers, and customer numbers) this person can be addressed. By combining behavioral data, events, and personal and transaction-related information, a proprietary identity resolution graph enables more precise targeting.
Collaboration between Utiq and Teavaro
Recently, Utiq, the new European ad-tech company, and Teavaro, the leading European company for marketing identity solutions, announced their long-term partnership. With Utiq’s Authentic Consent Service and Teavaro’s platform for First-Party Identity Resolution, they fill a gap to enable responsible digital marketing while adhering to the strictest data protection regulations in the open web.
Teavaro has a sophisticated platform to create and maintain a dynamic identity resolution graph in real-time. As a strategic technology partner of Utiq, Teavaro possesses the necessary expertise to optimally support companies in the use of Utiq’s service. In this way, Teavaro adds value in two areas: through the seamless and smooth deployment and integration of Utiq’s Authentic Consent Service into the existing MarTech and AdTech stack, and the extension of company-owned first-party identity resolution graphs with the help of the Authentic Consent Service.
How the Authentic Consent Service Works in Identity Resolution
After users have given their consent, Utiq initiates a secure API call to the network operator to receive a network signal. This signal forms the basis for generating the consentpass, a unique random value closely linked to the network signal and represented by two secure activation signals: the martechpass and the adtechpass. The martechpass is designed as a longer-term, partner-specific pass (a pure first-party pass) for marketing purposes, while the adtechpass is shared as a short-term pass with brands and websites for targeted advertising purposes. These secure signals operate across browsers and devices, enhancing the accuracy of target audience engagement while simultaneously meeting the strictest data privacy standards.
Personalised Marketing in a Cookieless Digital World
The Authentic Consent Service enables companies to specifically target potential customers and prospects on the open internet, even without the use of third-party cookies. The key lies in Utiq’s collaboration with Demand-Side Platforms (DSPs), through which advertising space from publishers can be booked. This allows for cross-media frequency capping and ensures that the advertising is actually seen by people, not bots.
Teavaro’s solution helps companies to integrate the martechpass into their own identity resolution graph, thereby utilising their own first-party data among other things. This enables companies to effectively deliver their advertising to the right recipients. Additionally, audiences can be created that share similar characteristics to existing customers, thereby increasing the potential to engage prospects and convert them into new customers. Retargeting messages can also be further personalised based on user data, which can be accessed through the company’s own identity resolution graph.
This approach ensures effective customisation of marketing campaigns and marks a step towards a personalised, yet privacy-compliant digital future.
Improving User Identification
Furthermore, the martechpass can be used to enhance company-owned identity resolution graphs. It allows companies to process the network signal, which was previously exclusively available to telecommunications companies, to enable privacy-compliant communication with customers in the open web – without resorting to opaque methods like digital fingerprinting or probabilistic matching. Additionally, with the help of the martechpass, company-owned identity resolution graphs can be expanded to activate first-party data across all touchpoints. By expanding the identity resolution graph, companies can improve user identification between app and web, as well as across devices and domains.
Advantages of Identity Resolution
The use of a proprietary identity resolution graph leads to tangible benefits for companies and their customers. For example, one company, before working with Teavaro, relied on conventional solutions by linking customer login information solely with the first-party cookie on its own website. After implementing Teavaro’s multi-domain identity resolution, which helps to use login information from a linked website, 26 percent more customers could be identified, equating to 8.7 instead of 6.9 million users. Even more significant was the increase in resolved page views, which rose from 71 to 167 million – an increase of 135 percent.
Consent as the Key to Identity Resolution
The collection and processing of data for the creation of an identity resolution graph and the use of Utiq’s Authentic Consent Service is only possible after obtaining customer consent. Without this permission, the relevant data cannot be stored and processed. Users are given the opportunity to consent to the use of their personal data. At the same time, companies can provide personalised content without compromising user privacy.
Our mission is to truly connect people, brands and media
We believe a true connection is built on explicit consent and grows over time as it offers unique value to all. The resulting relationships will be the foundation for scalable people-based marketing by tailoring content and interactions to individual people, not segments. This makes two-way communication possible.
About the author:
Dirk Rohweder
COO & Co-Founder
Dr. Dirk Rohweder, COO & Co-Founder, has over 30 years of experience in leadership positions in IT, telecommunications, consumer goods, and consulting, including as CIO of the Paulaner Brewery Group and T-Mobile (UK and Germany).
Since 2012, he has focused on customer data as a strategic asset and the basis for omnichannel marketing, data-driven business models, data protection, and consent for marketing activities (GDPR).
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