What is Identity Data?
Identity data consists of various unique identifiers, including Mobile Advertising IDs (MAIDs), hashed emails (HEMs), cookies, and deterministic identifiers such as login credentials. The goal is to link these identifiers in a consistent and privacy-compliant profile for identity resolution. This is what identity graphs from companies like LiveRamp and Experian accomplish. These tools allow advertisers to deliver more precise and personalized ads across a user’s various devices, from phones to laptops and TVs.
Bringing Together First-Party and Third-Party Data
A strong data linkage strategy requires blending first-party and third-party data to create a more comprehensive view of users. First-party data like website interactions, CRM records, and app engagements are deterministic signals with high quality and intent. Third-party probabilistic signals, such as external HEMs and frequently leveraged IP addresses (FLIPs), when linked with the first-party data, fill the gaps and increase the scale to expand the vision of a user’s online behavior.
Why is Identity Data More Important Than Ever?
The third-party cookie was the standard for identity data for years. But given opt-out policies and the difficulty of using cookies for attribution across different devices and browsers, the third-party cookie just isn’t enough for advertisers to have a cohesive view of their customers. Moreover, regulations like GDPR and CCPA mean that data compliance is more essential than ever. Companies don’t just need robust identity data; they need to be conscientious of the shifting compliance landscape. This is why anonymous identifiers like MAIDs and HEMs have been important: privacy compliant but robust and scalable enough for successful campaigns and accurate measurement.
Key Challenges with Identity for Advertisers
A few key challenges persist for all industries and companies looking to utilize identity data.
- Fragmentation Across Devices and Channels – Consumers switch between multiple devices, making it difficult to create a unified customer profile.
- Privacy Regulations & Compliance – Stricter regulations limit how data can be collected, shared, and used, requiring brands to ensure compliance. Many identity data companies are lacking adequate privacy controls, which is why Unacast has dedicated considerable effort to prioritizing this work and even launching a PrivacyCheck privacy-enhancing technology product that has set a new industry standard.
- Signal Loss & Data Deprecation – The phaseout of cookies and increased restrictions on device identifiers reduce available signals for targeting.
- Data Accuracy & Quality – Identity data must be continuously validated and updated to avoid inaccuracies that can lead to wasted ad spend.
How Unacast’s Identity Solutions Help
Unacast’s portfolio of location intelligence and identity data products help advertisers overcome these challenges while maintaining compliance and scale. Here’s how:
- MAID Expansion & Enrichment – Unacast enriches existing MAIDs with additional attributes like hashed emails (HEMs), IP addresses, and persona data, improving targeting and segmentation.
- Cross-Device Linkages – By leveraging a mix of deterministic and probabilistic signals, Unacast enables more accurate cross-device tracking and audience identity resolution.
- Privacy-First Data Processing – Our data solutions adhere to the latest privacy regulations, ensuring that identity data is ethically sourced and compliant with industry standards.
- Improved Identity Graphs – We enhance identity graphs by expanding and refining data linkages, allowing advertisers to reach audiences more effectively without sacrificing accuracy. We work with partners to help them build stronger identity graph solutions.
Future-Proofing Identity in Ad Tech
As identity challenges continue to evolve, advertisers need scalable, privacy-compliant solutions to maintain addressability. By enriching identity data with Unacast, brands and ad tech platforms can navigate today’s identity landscape with confidence, ensuring they stay ahead of the curve in a privacy-first world.
To learn more about how Unacast can support enriching your identity data efforts, you can schedule a time to chat here.
