ID resolution—identifying individual users across digital touchpoints—is critical for marketing success. But the deprecation of legacy identifiers will continue, and the ad industry needs to adopt post-cookie solutions now before its hand is forced. Marketers must test new collaboration paradigms like data clean rooms (DCRs) and revisit older concepts such as probabilistic matching and contextual targeting. The order of the day is experimentation.
KEY STAT: ID resolution will be a $10 billion industry in the US this year, just one indicator of the monumental challenge in reconciling ID conflicts.
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