2024年?duì)I銷技術(shù)情報(bào)：身份解析平臺營銷指南報(bào)告（英文版）-Martech

MARTECHINTELLIGENCEREPORT

RESOLUTIONPLATFORMS:

AMARKETER’SGUIDE

I

D

U

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D

-

N

NGI

L

C

N

T

P

I

H

G

E

C

A

O

VER

2

3

Next-genEnterprises

/LiveRamp

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Tableofcontents

Scopeandmethodology 2

Identityresolutionmarketoverview 3

Figure1:Themarketforidentityresolutionsoftwareis

expectedtonearlydoublefrom2021to2028 3

First-partydatatakescenterstageanddataclean

roomsgainimportance 4

Figure2:Importanceofthird-partycookiestomarketing

strategies 4

Figure3:Howwillthird-partycookiedeprecationimpactyour

useofdata? 5

Figure4:UsersofidentitysolutionsandDCRsreport

satisfactionwiththeirinvestment 5

TheriseofadvancedandconnectedTV 6

Figure5:ConnectedTVadspendingintheU.S.isgrowing

bydouble-digitpercentageseveryyear 6

Figure6:SpendonidentitysolutionsinadvancedTV 7

Dataprivacy,qualityandsilosposechallenges 7

Theimpactofartificialintelligenceandmachinelearning 8

M&Aandinvestmentslowasidentityresolution

vendormarketdevelops 9

Figure7:PubliclyheldIRplatformvendorsandselect

transactions 9

Identityresolutionplatformcapabilities 10

Dataonboarding 11

Table1:Dataonboardingcapabilitiesofaselectionofidentity

resolutionvendors 11

DeterministicversusprobabilisticmatchingandtheroleofAI

andML 11

Identitygraph 12

IntegrationwithuniversalIDsystems 13

Dataprivacyandcompliance 13

Datacleanrooms 13

Third-partysoftwareintegration 13

Activationandattribution 14

Choosinganidentityresolutionplatform 14

Thebenefitsofusingidentityresolutionplatforms 14

Identityresolutionplatformpricing 14

Recommendedstepstomakinganinformedpurchase 15

Stepone:Doyouneedanidentityresolutionplatform? 15

Steptwo:Identifyandcontactappropriatevendors 16

Stepthree:Schedulingthedemo 16

Stepfour:Checkreferences,negotiateacontract 18

Conclusion 19

Vendorprofiles 20

Acxiom 20

Adstra 22

Amperity 25

FullContact 28

IntentIQ 31

LiveRamp 33

Merkle 36

Stirista 39

TransUnion 41

TreasureData 44

Verisk 48

ZetaGlobal 51

?2024ThirdDoorMediaisaTrademarkofSemrushInc.1

TruAudience.

TruAudienceTM

IdentitySolutions

Improvemarketingandmeasurement

outcomeswitharobust,identity-poweredviewofyourcustomers.

LearnMore

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Scopeandmethodology

Thisreportexaminesthecurrentmarketforenterpriseidentityresolutionplatformsandtheconsiderationsinvolvedinimplementingthistechnology.Thisreportaddressesthefollowingquestions:

?Whattrendsaredrivingtheadoptionofidentityresolutionplatforms?

?Doesmyorganizationreallyneedanidentityresolutionplatform?

?Whatcapabilitiesdoidentityresolutionplatformsprovide?

?Whoaretheleadingplayersinidentityresolutionplatforms?

?Howmuchdoidentityresolutionplatformscost?

Forthepurposesofthisreport,theterm“identityresolutionplatform”isdefinedas

softwarethatintegratesconsumeridentifiersacrosschannelsanddevicesinawaythatisaccurate,scalableandprivacycomplianttocreateapersistentandaddressableindividualprofile.Identityresolutionplatformsenablemarketersto“closetheloop”oncustomer

marketing,analyticsandcompliancewithacomprehensiveholisticviewofactivityacrossallofanorganization’scustomertouchpointsandchannels.Suchidentifierscanandshouldencompassbothonline(device,email,cookieormobileadID)andoffline(name,address,phonenumber)datasignalsandattributes.

Customeridentityandaccessmanagement(CIAM)platforms,whichfocusonsecurely

capturingandmanagingcustomeridentityandprofiledata,aswellascontrollingcustomer

accesstoapplications(throughsinglesign-on),arebeyondthescopeofthisreport,asare

identityverificationplatformsthatfocusonfrauddetectionandprevention,riskmitigationandauthentication.

Ifyouareconsideringlicensinganidentityresolutionplatform,thisreportwillhelpyoudecide.Thisreportisnotarecommendationofanyindividualidentityresolutioncompanyandis

notmeanttobeanendorsementofanyparticularproduct,serviceorvendor.Noneofthe

vendorsprofiledpaidtobeincludedinthisreport.Vendorswereselectedbasedontheirrolesasindustryleadersinidentityresolutionorbecausetheirentirerevenuecomesfromidentityresolutionsoftwareandservices.

ThirdDoorMediaconductedin-depthinterviewswithleadingvendorsandindustryexpertsinthefourthquarterof2023.These,inadditiontothird-partyresearch,formthebasisforthisreport.

EditorialAdviser:

KimDavis,Editor-at-Large,

MarTech

Research,writingandediting:

PamelaParker,ResearchDirector,ContentStudio,

ThirdDoorMedia

?2024ThirdDoorMediaisaTrademarkofSemrushInc.2

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Consumer

expectationsforhighly

personalizedmarketing

interactionshavereachedanall-

timehigh.

Identityresolutionmarketoverview

Consumerexpectationsforhighlypersonalizedmarketinginteractionshavereachedanall-timehigh.Eightypercentofcustomerssaytheexperienceacompanyprovidesisasimportantasitsproductsandservices,73%expectbetterpersonalizationastechnologyadvancesand65%ofcustomersexpectcompaniestoadapttotheirchangingneedsandpreferences,accordingto

Salesforce’sStateoftheConnectedCustomerreport.

Theseinsightsarenotlostonmarketers.Ninetypercentofleadingmarketerssay

personalizationsignificantlycontributestobusinessprofitability,accordingtoThinkwithGoogleresearch.Thismakessensegiventhatconsumerssaytheyspendanaverageof21%morewhenbrandspersonalizetheirexperiences,aTwiliosurveyfinds.

However,consumersareusingawidearrayofdevicesandonline/offlinetouchpoints

throughouttheirpurchasejourneys,leavingmarketerswiththedifficulttaskoftryingto

understandwhichonlinedevicesandofflinebehaviorsbelongtoaconsumer,aswellaswho

thatconsumeris.Meanwhile,third-partydataissettogoextinctastechnologycompaniesandprivacyregulationscombinetolimititsavailability.

Asaresult,identityresolution–thescienceofconnectingthegrowingvolumeofconsumer

identifierstooneindividualastheyinteractacrosschannelsanddevices–hasbecomecriticaltomarketingsuccessandessentialforcompliancewithdataprivacylaws.Eachtimeaconsumerinteractswiththebrand–regardlessofchannel–identityresolutionsystemsattributea

differentidentifiertothatindividual.TheseidentifierscanincludeanemailandanIPorphysical

address,aswellasamobilephonenumber,digitaltagorcookie.Theidentifiersarethen“stitchedtogether”andattachedtoauniversalorproprietaryID.

Identityresolutionplatformsmanagetheprocessandmaintaindatabases(a.k.a.identity

graphs)ofpersistentindividualand/orhouseholdprofilesbasedonmultiplefirst-,second-andthird-partydatasources.Theseplatformshavebecomeimportanttoolsforbrandmarketersimplementingpeople-basedmarketingstrategies,especiallyintheageofAIsincethese

technologiesrelyonasoliddatafoundationtodeliverinsightsandgeneratecontent.

Theglobalidentityresolutionsoftwaremarketsizewas$1.2billionin2021andisexpectedtoreach$2.3billionby2028,exhibitingaCAGRof10.3%duringtheforecastperiod,accordingtoareportbyBusinessResearchInsights(SeeFigure1).

Figure1:Themarketforidentityresolutionsoftwareisexpectedtonearlydoublefrom2021to2028

2.5

BillionsofUSDollars

2.0

1.5

1.0

0.5

0.0

.2

.30

$2

$1

0

2020

2021

2022

2023202420252026

Source:BusinessResearchInsights

2027

20282029

MarTechismarketing.

?2024ThirdDoorMediaisaTrademarkofSemrushInc.3

?2024ThirdDoorMediaisaTrademarkofSemrushInc.4

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

First-partydatatakescenterstageanddatacleanroomsgainimportance

Sincemarketershavelong

dependedon

third-party

cookiesand

mobileIDs

totargetads

basedondata

associated

withthese

identifiers,thesedevelopments

havespurredadramaticshiftinmarketing

strategies.

Theongoingdeprecationofthird-partycookiesandmobileidentifiers,whichtechcompaniesare

phasingoutduetoconsumerprivacyconcerns,isfurtherfuelinginterestinidentityresolution

platforms.

Googleplanstophaseoutthird-partycookiesinitsChromebrowser–atwice-delayedmovethatisnowsettotakeeffectinthesecondhalfof2024.Morerecently,itsaiditwilleffectivelyeliminatemobileIDs,itsmobileidentifierforadvertisers,fromitsAndroidoperatingsystem.

Meanwhile,Applehasdisableditsownmobileidentifier,IDFA,requiringuserstooptintobe

tracked.Unsurprisingly,onlyabout25%ofAppleiOSusershadoptedintoenableIDFAasofAprilof2022,Statistareports.

Sincemarketershavelongdependedonthird-partycookiesandmobileIDstotargetadsbased

ondataassociatedwiththeseidentifiers,thesedevelopmentshavespurredadramaticshiftin

marketingstrategies.It’sdifficulttogaugetheexactimpactofthesechanges,butasrecentlyas

mid-2023,75%ofmarketerssurveyedbyAdobewerestillusingthird-partycookies,while45%ofmarketerswerespendingatleasthalftheirbudgetsoncampaignsandotheractivationsbasedonthird-partycookies.(SeeFigure2).

Figure2:Importanceofthird-partycookiestomarketingstrategies

75%ofmarketerssurveyed

relyheavilyon

third-partycookies

25%

75%

45%spendatleasthalf

theirbudgetsoncampaigns

oractivationsrelyingon

third-partycookies

45%

55%

64%expectedtoincrease

spendingonthird-party

cookie-basedactivationsin2023

36%

64%

Source:Adobesurvey

MarTechismarketing.

Tolessenthisdependence,60%ofmarketersplannedtoincreasetheiruseoffirst-party

customerdata,a2021IAB/WinterberryGroupstudyfound(seeFigure3).Morethanone-thirdofmarketersalsosaidtheywouldincreasetheirinvestmentinthird-partyidentityresolution

solutions.

Marketersarealsolosingaccesstolargepoolsofpotentialcustomerdataduetothecreationof“walledgardens”byGoogle,MetaandAmazon.Theseclosedecosystemsenablethe

marketplaceproviderstomaintaincontrolofuserdata.Marketersoradvertisersarelimitedtoanalyzing,modelingorsegmentingdatawithintheconfinesofthewalledgarden’s“privacysandbox”tolaunchnewcampaigns.

?2024ThirdDoorMediaisaTrademarkofSemrushInc.5

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Allofthese

developmentsaredrivingmarketerstostepuptheir

effortstocollectmorefirst-party

dataabouttheir

customersand

prospects,whilealsoseekingto

enhancetheir

profilesina

privacy-compliantmanner.

Figure3:Howwillthird-partycookiedeprecationimpactyouruseofdata?

60%

38%

Increasespending/emphasisonuseof?rst-partydataIncreaseinterestinthird-partyidentityresolutionsolutions

36%

Increaseeffortstobuildsecond-partydatarelationships

36%

Increasefocusondevelopingcustom/in-houseidentityresolutionsolutions

36%

Expandengagementwiththird-partiestobuildpost-cookieidentityresolutionsolutions

34%32%

Increasespending/emphasisoncontextualadvertisingIncreasetesting/investmentinnewsolutions

Note:Multipleresponsesallowed

MarTechismarketing.

Sources:IAB/WinterberryGroup,ThirdDoorMedia

Allofthesedevelopmentsaredrivingmarketerstostepuptheireffortstocollectmorefirst-

partydataabouttheircustomersandprospects,whilealsoseekingtoenhancetheirprofilesinaprivacy-compliantmanner.

Torealizethevalueofthatdata,marketersoftenturntodatacleanrooms(DCRs)–secure

environmentsthatletmultiplepartiescontributeandcollaboratearounddatawhilesafeguardingeachparticipant’sprivacycomplianceandcontrol.Tomeetthisneed,vendorsinidentity

resolutionareincreasinglyofferingDCRsinadditiontotheircoreservices.Gartnerpredictedthat80%ofadvertisersspendingmorethan$1billionannuallyonmediawilluseDCRsin2023.

Thoseadoptingidentityresolutiontechnologyanddatacleanroomsaresatisfiedwiththeir

investment,accordingtoanIAB/Ipsosstudy,with69%ofrespondentsusingidentitysolutionsand

67%ofthoseusingdatacleanroomsreportingtheyare“very”or“somewhat”satisfied(SeeFigure4).

Figure4:UsersofidentitysolutionsandDCRsreportsatisfactionwiththeirinvestment

Avg.%Very/somewhatsatis?edwithtechnology

69%

67%

66%

64%

60%

Datamanagement(DMPs)

Customerdata(CDPs)

Consent

management

IdentityDatacleanrooms

platforms

platforms

(DCRs)

solutions

platforms(CMPs)

Source:IABStateofDatareport,2023,conductedinpartnershipwithIpsos

MarTechismarketing.

?2024ThirdDoorMediaisaTrademarkofSemrushInc.6

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

ThoughadvancedandconnectedTVaren’thamperedbydependence

onthird-party

cookiesormobileadidentifiers

(MAIDs),the

fragmentation

ofthesector

meansidentity

solutionsarekeytoenablingthemoreadvancedaudience

targetingsought

bydigital

advertisers.

TheriseofadvancedandconnectedTV

Interestinidentityresolutionisn’tsolelydrivenbythisrushtorecreatetargetingcapabilitiesthatwereformerlyinthemarketers’arsenal.AdvertisingspendingonconnectedTV–whichincludesdisplayadsonin-homescreensaswellasin-streamvideoadsonplatformslike

Hulu,RokuandYouTube–isthefastest-growingsegmentindigitaladvertising,accordingto

eMarketer/InsiderIntelligence(seeFigure5).Meanwhile,withmorestreamingplayersofferingad-supportedversionsoftheirservices,inventoryisexpandingtomeetthedemand.

Figure5:ConnectedTVadspendingintheU.S.isgrowingbydouble-digitpercentageseveryyear

U.S.ConnectedTV(CTV)adspending,2019-2024$29.50

billions,%change,and%oftotalmediaadspending

●

·40.6%$14.44

●

●

26.7%

$24.20

59.9%

$19.10

47.5%

$9.03

32.3%

5.7%

.

$6.42

2.7%

.

6.7%

3.7%4.7%

21.9%

7.6%

.

201920202021202220232024

●%change

CTVadspending

.%oftotalmediaadspending

Note:digitaladvertisingthatappearsonCTVdevices;includesdisplayadsthatappearonhomescreensandin-streamvideoadsthatappearonCTV’sfromplatformslikeHulu,Roku,andYouTube;excludesnetwork-soldinventoryfromtraditional

linearTVandaddressableTVadvertising

Source:eMarketer/InsiderIntelligence

MarTechismarketing.

ThoughadvancedandconnectedTVaren’thamperedbydependenceonthird-partycookiesormobileadidentifiers(MAIDs),thefragmentationofthesectormeansidentitysolutionsarekeytoenablingthemoreadvancedaudiencetargetingsoughtbydigitaladvertisers.“[Advanced

TV]willbecomecriticaltodigitalmediaplanslookingtoachievescaleacrossmultichannelaudiences,”drivingspendonidentitysolutions,accordingtotheWinterberryGroup’sreportOutlookforIdentityinAdvancedTelevision(SeeFigure6).

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Yetevenasmore

marketersdeployidentityresolutionstrategiesto

improvemessagerelevanceand

targetingaccuracy,therearestill

significantobstaclestotheirsuccess.

Figure6:SpendonidentitysolutionsinadvancedTV(inbillionsofU.S.dollars)

$5.50

$2.86

+17.6%

$2.25

20212022E2026E

Spendincludesthaton:(1)?rst-partyidentitymanagementplatforms,includingaportionofCDP,CRMandOMPspend

(relevantonlyforconnectedTY,CTV,usecases);(2)second-partyidentitymanagementplatforms,includingcleanrooms,safehavens,bunkers;(3)third-partyidentitygraphdata,includingdevicegraph,digitaldata,third-partydatafortargeting,locationdata,non-Pllproviders;and(4)identityresolution,includingmatching,linking,onboardinganddestinationcharges

Source:OutlookforIdentityinAdvancedTelevision,byWinterberryGroup

MarTechismarketing.

Dataprivacy,qualityandsilosposechallenges

Yetevenasmoremarketersdeployidentityresolutionstrategiestoimprovemessagerelevanceandtargetingaccuracy,therearestillsignificantobstaclestotheirsuccess.Customerdatais

typicallyscatteredthroughouttheorganization,oftenresidinginsilosthathindertheability

todevelopandnurturerelationships.Aconsumermightusedifferentidentifierstoresearch

somethingononedevice(i.e.,websiteloginname),callonanother(i.e.,mobilephone)andthenbuysomethinginthestore(i.e.,loyaltyIDorcreditcard).Withmoretouchpointsintheaveragepurchasejourney,eachoftheseidentifierscanliveindifferentdatabaseswithdisparate

collectionandmatchingrequirements.

Poordataqualityisanotherimpediment.Effectiveidentityresolutionrequiresmergingand

attachingnumerousdatapointstoaunifiedcustomerID.Inaccurateorredundantdatacanleadtolowmatchratesandincorrectmatches.AddingadditionalchannelslikeadvancedTVcan

compoundthisproblem.

Dataprivacylawshavealsobecomeadauntingissueformarketerstryingtobuildpersonalizedmarketingprograms.Morethanhalfofmarketerssurveyedsaythatgovernmentregulationis

thebiggestchallengetotheirabilitytoderivevaluefromtheirdata-drivenmarketinginitiatives,accordingtoresearchjointlypublishedbytheIABandWinterberryGroup.

InadditiontoabidingbytheEuropeanUnion’sGDPR,marketerstargetingU.S.usersmustdealwithamixofdifferingstateprivacylaws.Californiavotersapprovedtwoconsumerprivacy

laws–TheCaliforniaConsumerPrivacyAct(CCPA)andtheCaliforniaPrivacyRightsand

EnforcementAct(CPRA)–whichgiveconsumerstherighttooptoutofhavingtheirdatasoldorsharedforcross-contextbehavioraladvertising.Utah,ColoradoandConnecticuthavealsopassedlegislationaroundprivacy,whileotherstatesareconsideringsuchmeasures.

?2024ThirdDoorMediaisaTrademarkofSemrushInc.7

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

OnewayAIandMLare

augmentingthe

functionalityof

identityresolutionplatformsis

byimprovingtheaccuracyofidentifyingandmatching

customerdataacrossvarioussources.

Andasmuchasdatacleanroomsareseenasasolutiontosomeoftheseproblems,theyaren’taneasyfix.Deploymentisoftenexpensive,takesalongtimeandinvolvesspecializedexpertise,andlogisticalissuesaboundwhenbrandsneedmultipledatacleanroomstocomplywith

privacylawsindifferentcountriesorregions.

Theimpactofartificialintelligenceandmachinelearning

Thoughtheimpactofartificialintelligenceandmachinelearningisn’tasvisibleinidentity

resolutionplatformsasinothermartechtools,theserevolutionarytechnologiesareplayinganimportantrolebehindthescenes.

OnewayAIandMLareaugmentingthefunctionalityofidentityresolutionplatformsisby

improvingtheaccuracyofidentifyingandmatchingcustomerdataacrossvarioussources.

Forexample,machinelearningalgorithmsareusedtoanalyzelargedatasetsandidentify

patterns,improvingmatchingwhendataisn’texactlythesameondifferentplatforms–suchasMichaelSmithvs.MikeSmith.Thesetechnologiesarealsousefulforautomaticallycleaningandstandardizingdata,aswellascorrectingerrorsandfindinganomalies.Predictivemodelingcanforecastfuturebehaviorbasedonhistoricaldata,enablingsystemstopredictthelikelihoodofdifferentdatapointsbelongingtothesameindividual.

Additionally,MLalgorithmscanbeemployedtoprocessunstructureddata–suchassocial

mediaposts,emails,etc.–andturnitintostructureddatathatcanbeusedforidentity

resolution.Meanwhile,naturallanguageprocessing(NLP)enablestheanalysisoftextualdataandtheextractionofmeaningfulinformation.

ProspectiveadvancementsingenerativeAImethodologies,suchasgenerativeadversarial

networks(GANs),mayservetoenhancedatasetsthatareincompleteorlackingdensity.WithinaGAN,oneelementutilizesexistingdatatofabricatesupplementarydataforaprofile,aimingtomakeitindiscerniblefromauthenticdata.Asecondaryelementassessestheprobable

precisionofthefabricateddata.Giventhisconfiguration,eachelementgainsknowledgefromtheother,theoreticallyenhancingitspotencyandprecisioninprognosticationsovertime.

Thesetechnologicaladvancementshaveothereffectsthatarelessimmediatebutequally

important.Theseeffectsincludefasterdataprocessing,whichallowsmarketerstorespondtochangesalmostinstantly.Moreover,generativeAIsystemsusetheunifiedcustomerprofiles

createdbyidentityresolutionplatformstocreatepersonalizedmessages.Thisusageenhancesthevalueofidentityresolutionformarketers.

?2024ThirdDoorMediaisaTrademarkofSemrushInc.8

?2024ThirdDoorMediaisaTrademarkofSemrushInc.9

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

M&Aandinvestmentslowasidentityresolutionvendormarketdevelops

Figure7:PubliclyheldIRplatformvendorsandselecttransactions

U

Transunion.

NYSE:TRU12,000

employees

Acquired

Neustarfor$3.1billioninJuly2021andidentitysecurity

companySontiqinDecember

of2021.

NASDAQ:VRSK

9,000

employees

AcquiredInfutorfor$223.5

millioninFebruary2022.

uaexperianM

LON:EXPN21,700

employees

Acquired

Tapadin

November2020and

expandedInfosum

partnershipin2021.

/LiveRamp

NYSE:RAMP1,300

employees

AcquiredDataFleets

andlaunchednative

integrationwithGoogleCloudin

2021.

口RA仁L

NYSE:ORCL170,000

employees

RebrandedOracleDataCloudandCloudCXasOracle

AdvertisingandCXin

April2021.

Source:ThirdDoorMedia

Theenterpriseidentityresolutionplatformmarketappearstobetakingabitofabreakfrom

mergers,acquisitionsandfinancingstofocusonintegrationandproductdevelopment.The

vendorsinidentityresolutioncompriseadiversegroupofpure-playplatforms,marketingcloudcompanies,agencyholdingcompaniesandcreditreportingbureaus,withidentityresolution

capabilitiesoftenbuiltintolargermartechproductsuites.

Themarket’slargestfinancialtransactioninrecenthistoryoccurredinDecember2021,whencreditbureauTransUnionacquiredNeustarfor$3.1billion(seeFigure7).TransUnionhassinceintegratedNeustar’sconsumerdataandanalyticswithitsexistingdigitalidentitysolutionsandformedamarketingsolutionsunitcalledTruAudience.

Dublin-basedcreditbureauExperianboughtTapadinlate2020toincreasethecross-deviceidentityresolutioncapabilitiesofferedthroughExperianMarketingServices.

ZetaGlobalhasacquiredseveralcompaniesoverthepastfewyearstoenhanceitssolutions,

servicesandtalentpool.TheseincludeWhatCounts,AppliedInfoGroupandDoublePositivein2023;ArcaMaxin2022andAptnessin2021.

InFebruary2022,pure-playidentityresolutionplatformInfutorwaspurchasedbyVerisk,aproviderofriskevaluationandmanagementsoftwaretofinancialservicesandenergy

companies,for$223.5million.VeriskhasintegratedInfutorwithJornaya,aconsumer

behavioraldatavendoracquiredinDecember2020,toformVeriskMarketingSolutions.

Identityresolutiontechnologiesandcompaniesareoftenbecomingthecenterpiecesoflargerplatformshandlingeverythingfromdataingestionandnormalizationtoidentityresolution,

segmentation,activationandattribution.Forexample,agrowingnumberofcustomerdataplatforms(CDPs)haveaddedidentityresolutiontotheircoreofferings,eitherthroughacquisitionsor

partnerships,andmanyofthevendorsweprofileinthisreportpositionthemselvesprimarilyasCDPs.

NYSE:ZETA1,400+

employees

Acquired

Apptness

consumer

engagementplatforminOctober

2021.

MarTechismarketing.

Theenterprise

identityresolution

platformmarketappearsto

betakinga

bitofabreakfrommergers,acquisitions

andfinancingstofocuson

integration

andproductdevelopment.

MARTECHINTELLIGENCEREPORT:

IdentityResolutionPlatforms:AMarketer’sGuide

Identityresolutionplatformssupportmarketing

processes

aroundtargeting,measurementandpersonalization

for