{"id":3354,"date":"2026-06-04T12:17:58","date_gmt":"2026-06-04T10:17:58","guid":{"rendered":"https:\/\/www.thenewco.tech\/senza-categoria\/identity-resolution-what-it-is-how-it-works-and-why-its-central-to-data-driven-strategies\/"},"modified":"2026-06-09T16:01:50","modified_gmt":"2026-06-09T14:01:50","slug":"identity-resolution-what-it-is-how-it-works-and-why-its-central-to-data-driven-strategies","status":"publish","type":"post","link":"https:\/\/www.thenewco.tech\/en\/blog\/identity-resolution-what-it-is-how-it-works-and-why-its-central-to-data-driven-strategies\/","title":{"rendered":"Identity Resolution: What It Is, How It Works, and Why It&#8217;s Central to Data-Driven Strategies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3354\" class=\"elementor elementor-3354 elementor-3271\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-592dfb14 e-con-full e-flex parallax_section_no qode_elementor_container_no e-con e-parent\" data-id=\"592dfb14\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c422e76 elementor-widget elementor-widget-text-editor\" data-id=\"c422e76\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p>\n<p>Identity resolution is the process that connects different identifiers referring to the same person or decision-making unit, building a unified, coherent, and actionable view of the customer across touchpoints, devices, and different moments of the <b>customer journey<\/b>.\u00a0<\/p>\n<p><\/p>\n<p>In an increasingly fragmented digital ecosystem \u2014 spanning websites, apps, CRMs, media platforms, marketplaces, CTV, and <b>AI-driven<\/b> environments \u2014 the real challenge for brands is not collecting more data, but understanding which signals truly belong to the same person and how to turn them into actionable insights for marketing, media, and customer experience.<\/p>\n<p>\nThis is precisely where identity resolution stops being a purely technical topic and becomes a strategic lever. Today it represents one of the pillars of <b>personalisation<\/b>, <b>audience activation<\/b>, <b>customer intelligence<\/b>, and <b>advanced measurement<\/b>.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b26734 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1b26734\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b9d032a elementor-widget elementor-widget-text-editor\" data-id=\"3b9d032a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>What Is Identity Resolution<\/h2><br><p>\u00a0<\/p><br><p>Simply put, identity resolution reconciles fragmented data into a unified profile. The system links together emails, logins, customer IDs, devices, CRM data, behavioural signals, and navigation events, with the goal of recognising the user in a persistent and coherent way throughout the entire funnel. This means understanding whether a user is already a customer, whether they are returning to the site, whether they are showing purchase intent signals, or whether they belong to a low-value segment.<\/p><br><p>The centrality of identity resolution is growing for three main reasons:<\/p><br><ol>\r\n<li><strong>Fragmented customer journeys<\/strong>: interactions now take place across different platforms, devices, and moments. A user may see a campaign on CTV, browse on mobile, return on desktop, and convert days or weeks later. Without an identity reconciliation system, every interaction risks being treated as separate.<\/li>\r\n<li><strong>Evolving data landscape<\/strong>: the progressive decline in third-party cookie effectiveness is pushing brands to leverage first-party data, consent, and more reliable and persistent recognition systems.<\/li>\r\n<li><strong>The need to activate relevant experiences in real time<\/strong>: brands can no longer afford duplicated audiences, inconsistent segments, or data locked in non-communicating silos.<\/li>\r\n<\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6bab87 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c6bab87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b8e563 elementor-widget elementor-widget-text-editor\" data-id=\"5b8e563\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>How Identity Resolution Works\r\n<\/h2><br><p>\u00a0<\/p><br><p>Identity resolution starts by collecting signals from different sources: CRM, analytics, media platforms, transactional data, digital events, and browsing behaviour. These signals are compared through models that try to determine when multiple identifiers belong to the same person.<\/p><br><p>The three main approaches used in identity resolution systems are:<\/p><br><ul>\r\n<li><strong>Deterministic matching<\/strong>: links users through strong, unique identifiers such as authenticated email, login, or customer ID. The main advantage is precision, but coverage is limited because not all users log in or fill out forms during every interaction.<\/li>\r\n<li><strong>Probabilistic matching<\/strong>: extends coverage by assessing the likelihood that multiple signals belong to the same identity. The system analyses recurring patterns related to devices, geography, frequency, browsing behaviour, and cross-device relationships.<\/li>\r\n<li><strong>Hybrid approach<\/strong>: the most advanced systems combine deterministic and probabilistic matching. The former builds the most reliable core of identity, while the latter extends and enriches the understanding of the profile.<\/li>\r\n<\/ul><br><div>\u00a0<\/div><br><p>The end result is a persistent and actionable <strong>identity graph<\/strong>, usable for segmentation, <strong>personalisation<\/strong>, <strong>audience activation<\/strong>, and <strong>measurement<\/strong>.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-502ede4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"502ede4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52851e8 elementor-widget elementor-widget-text-editor\" data-id=\"52851e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Why Identity Resolution Matters More in the AI Era<\/h2>\n<p>\u00a0<\/p>\n<p>The evolution of AI engines and LLMs is profoundly changing the quality of traffic and measurement.<\/p>\n<p>A growing share of sessions now arrive from <strong>AI-driven<\/strong> environments without complete information about their origin. Much of this traffic is classified as &#8220;direct&#8221; or context-free.<\/p>\n<p>In this scenario, the ability to recognise users regardless of the technical source becomes even more strategic.<\/p>\n<p>Identity resolution enables brands to:<\/p>\n<ul>\n<li>Improve recognition of returning users<\/li>\n<li>Rebuild cross-device continuity<\/li>\n<li>Contextualise anonymous traffic<\/li>\n<li>Turn unknown users into qualified prospects\n<\/li>\n<\/ul>\n<div>\u00a0<\/div>\n<p>What matters is no longer just knowing where a user comes from, but understanding who they are and what intent they are showing.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14c07e3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"14c07e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-776abb8 elementor-widget elementor-widget-text-editor\" data-id=\"776abb8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>The Newco&#8217;s Approach to Identity Resolution<\/h2><br><p>\u00a0<\/p><br><p>For The Newco, identity resolution is not a simple technology layer, but a framework that connects recognition, insight, activation, and <a href=\"https:\/\/www.thenewco.tech\/en\/precision\/\">measurement across all digital touchpoints<\/a>.<\/p><br><p>The goal is not only to identify users, but to build persistent and actionable profiles capable of improving <strong>personalisation, audience activation, and media optimisation<\/strong>.<\/p><br><p>On this foundation, several key pillars define The Newco&#8217;s approach:<\/p><br><ul>\r\n<li><strong>Persistent identity and cross-device recognition<\/strong>: one of the central elements of The Newco&#8217;s approach is the ability to build an identity that persists over time. Through the <strong>TNC Engine<\/strong>, millions of signals are collected and connected to create a coherent, continuous view of the user even across different browsing sessions, visits, and devices. This makes it possible to overcome one of the main limitations of traditional analytics, which are often fragmented across mobile, desktop, app, and non-authenticated environments.<\/li>\r\n<li><strong>Moving beyond static taxonomies<\/strong>: AI analyses content, URLs, and behaviours to identify topics, interests, and intent without relying solely on predefined categories. Segmentation is therefore not based exclusively on static categories, but on dynamic combinations of signals and behaviours that provide a clearer reading of user context and intent.<\/li>\r\n<li><strong>User profile enrichment<\/strong>: first-party data, behavioural signals, and external data are integrated to distinguish high-propensity prospects, active customers, dormant users, and low-value clusters. This enables the construction of more precise audiences and improves the quality of media activations and CRM strategies.<\/li>\r\n<li><strong>Personalisation and media activation<\/strong>: profiles are used to build contextual journeys, proprietary audiences, and more precise cross-platform activations. The objective is to adapt messages, content, and touchpoints based on user behaviour and funnel stage.<\/li>\r\n<li><strong>Advanced measurement<\/strong>: the framework improves attribution, <strong>cross-device<\/strong> analysis, and the evaluation of the real contribution of media touchpoints. Working with a persistent identity makes it possible to build more reliable measurement models compared to traditional fragmented or last-click approaches.<\/li>\r\n<\/ul><br><div>\u00a0<\/div><br><p>One of the most relevant aspects of The Newco&#8217;s approach is the ability to work with non-logged-in users, transforming anonymous traffic into actionable insights and audiences. This is particularly significant in a context where a growing share of traffic comes from <strong>AI-driven<\/strong> environments and many sessions are classified as direct or context-free. In these scenarios, the ability to recognise the user regardless of the technical source is fundamental to maintaining continuity in measurement and <strong>customer journey<\/strong> <strong>personalisation<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d89a22 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8d89a22\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61b3c46 elementor-widget elementor-widget-text-editor\" data-id=\"61b3c46\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>When Identity Resolution Doesn&#8217;t Work<\/h2>\n<p>An identity resolution system does not produce value automatically.\n<\/p>\n<p>The main problems arise when data is fragmented, matching models are too aggressive, or recognition remains disconnected from activation.<\/p>\n<p>The two most common mistakes are:<\/p>\n<ul>\n<li><strong>Confusing data quantity with identity quality<\/strong>: accumulating events is not enough if profiles are duplicated or if matching produces incorrect connections.<\/li>\n<li><strong>Treating identity resolution as an isolated technical layer<\/strong>: real value only emerges when marketing, analytics, media, and CRM all work from the same recognition logic.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c858d08 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c858d08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e23640 elementor-widget elementor-widget-text-editor\" data-id=\"6e23640\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>The Newco and Identity Resolution: Concrete Application Examples<\/h2><br><p>\u00a0 <br \/>The most relevant use cases for identity resolution almost always stem from a common problem: a significant share of traffic remains anonymous, fragmented, or disconnected.<\/p><br><p>Key application areas include:<\/p><br><ul>\r\n<li><strong>Improving user recognition<\/strong>: in the gaming sector, The Newco built a persistent recognition framework capable of improving the tracking of returning users, prospects, and <strong>cross-device<\/strong> navigation \u2014 overcoming the limitations of cookie-based analytics. The TNCiD system recorded a <strong>+64%  increase in recognised returning customers<\/strong> and a <strong>+28% increase in returning prospects<\/strong>.<\/li>\r\n<li><strong>Audience enrichment and segmentation<\/strong>: in the Amplifon project, The Newco used identity resolution to identify user awareness levels, enrich profiles with behavioural signals, and personalise marketing strategies across different funnel stages. The project led to a <strong>+48% increase in enriched users<\/strong>.<\/li>\r\n<li><strong>Real-time personalisation<\/strong>: in the insurance sector, the framework was used to identify anonymous users, activate real-time segmentations, and build personalised journeys aimed at increasing renewals and conversions. The approach contributed to a <strong>+10% increase in AOV<\/strong>.<\/li>\r\n<li><strong>Advanced media activation<\/strong>:  in the project developed with Fastweb and Vodafone, identity resolution was used to segment high-propensity audiences and activate premium CTV campaigns with incrementality and advanced measurement logic. The project recorded a <strong>+150% conversion rate<\/strong> and a <strong>-40% reduction in CPA<\/strong> compared to the control group.<\/li>\r\n<li><strong>Advanced measurement and attribution<\/strong>: in a B2B project focused on business services, The Newco used persistent identity to connect media activity, quotes, and sales, building more reliable attribution models than traditional last-click approaches. The project recorded a <strong>+28% conversion rate<\/strong> year-on-year and a <strong>-15% reduction in CPA<\/strong>.<\/li>\r\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4e0a33 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a4e0a33\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5639b27 elementor-widget elementor-widget-text-editor\" data-id=\"5639b27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Privacy, Data Quality, and Governance<\/h2>\n<p>\u00a0<\/p>\n<p>Identity resolution only delivers value when designed with privacy, consent, governance, and data quality in mind. The most advanced systems aim to build identities that are persistent, readable, reliable, and governable.<\/p>\n<p>This is particularly important in a context where AI-driven traffic is growing, measurement is becoming more complex, and the <strong>customer journey<\/strong> is increasingly distributed.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa06922 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"aa06922\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44da2e3 elementor-widget elementor-widget-text-editor\" data-id=\"44da2e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>So, Why Is Identity Resolution a Strategic Lever?<\/h2>\n<p>\u00a0<\/p>\n<p>Today, identity resolution is no longer just a recognition technology.<\/p>\n<p>It is the infrastructure that enables brands to:<\/p>\n<ul>\n<li>Truly understand their users<\/li>\n<li>Build quality audiences<\/li>\n<li>Personalise experiences<\/li>\n<li>Optimise media investment<\/li>\n<li>Improve attribution and measurement<\/li>\n<li>Connect data, insight, and activation<\/li>\n<\/ul>\n<div>\u00a0<\/div>\n<p>In The Newco&#8217;s model, recognition evolves into understanding, understanding into activation, and activation into measurement.<\/p>\n<p>This progression is what transforms identity from a simple technical data point into a concrete lever for growth, customer intelligence, and competitive advantage.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-04fd62e e-flex e-con-boxed parallax_section_no qode_elementor_container_no e-con e-parent\" data-id=\"04fd62e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ef01eb0 elementor-widget elementor-widget-text-editor\" data-id=\"ef01eb0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"post_more\"><a class=\"qbutton small\" href=\"https:\/\/www.thenewco.tech\/en\/contact-us\/\">Request a consultation with our team<\/a><\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-77da944 e-flex e-con-boxed parallax_section_no qode_elementor_container_no e-con e-parent\" data-id=\"77da944\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7a968b2 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"7a968b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Identity Resolution: what it is, how it works, why it&#8217;s central in the AI era, and how The Newco applies it for audience activation, personalisation, and measurement.<\/p>\n","protected":false},"author":2,"featured_media":3353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[41],"tags":[],"class_list":["post-3354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Identity Resolution: What It Is and why it&#039;s important | The Newco<\/title>\n<meta name=\"description\" content=\"Identity Resolution: what it is, how it works, why it&#039;s central in the AI era, and how The Newco applies it for audience activation, personalisation, and measurement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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