Charting First-Party Identity for Clients

Attention, Systems Integrators.

The identity landscape is shifting right now, and it’s time to adapt or risk being left behind. As advertisers increasingly recognize the importance of owning their identity data, the demand for enterprise identity spines is skyrocketing. This presents a massive opportunity for systems integrators who are ready to step up and deliver these critical solutions to their clients.

The days of relying solely on third-party identity graphs are numbered. While these solutions may have served their purpose in the past, they came with significant drawbacks. Advertisers were at the mercy of external providers, lacking control over their own data and depending on a host of third-party providers for success. It was always a risky proposition in a world where data ownership and privacy are paramount.  Fortunately, those days are coming to an end.  Are you ready?

Persistent IDs Drive Customer-Centricity

This is where enterprise identity spines come in. By empowering advertisers to create and manage their own persistent IDs, these spines serve as the backbone for a truly customer-centric approach to identity. Advertisers can seamlessly connect data from various sources – first-party tools, third-party suppliers, adtech partners, and martech applications – creating a unified view of their customers that drives personalized experiences and measurable results.

 But building an enterprise identity spine is no small feat. It requires a deep understanding of the complex identity landscape, expertise in data management and integration, and the ability to navigate the ever-changing world of privacy regulations. That’s why advertisers are turning to systems integrators to guide them through this transformative process. 

Know What You’re Getting Into

Building a successful identity resolution practice for your brand clients means getting on board with the idea of delivering an enterprise identity spine owned by the advertiser.  This means the power shifts from supplier to advertiser. The strength of the spine is an advertiser-driven persistent ID, which becomes the connective tissue across every component of the advertiser’s MadTech central nervous system. 

The following four components now become the vertebrae which makes the spine actionable:

  • First-party tools and points of consumer interaction around purchases and customer experience.
  • Third-party data suppliers (yes, there is still an important place for them here)
  • Adtech partners for activating and returning valuable exhaust data as consumers interact with media
  • Martech applications leveraged by the advertiser that focus on content, messaging, analytics, orchestration, and other point solutions like CDPs.

Unlock New Revenue Potential

In today’s complex, multi-channel marketing landscape, an enterprise identity spine has become a critical foundation for data-driven marketing. By providing this solution, systems integrators can help their brand marketer clients overcome data silos, improve customer understanding and engagement, and ultimately drive better marketing outcomes.

Forward-thinking systems integrators can create a scalable, repeatable offering that can be efficiently deployed across multiple clients. This can help them streamline implementations, reduce costs, and improve margins compared to custom-built solutions for each client.

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