As the digital marketing landscape continues to evolve, marketing service providers (MSPs) face a unique set of challenges when it comes to identity resolution. Brands’ demands have become increasingly diverse and complex and MSPs must adapt their technology stacks to deliver customized, scalable solutions. This article explores a modular approach to building an identity resolution tech stack that can meet the varied needs of marketing service providers and their brand clients.

At the core of this flexible stack are several key components that work together to create a robust infrastructure. These components can be tailored to meet specific client requirements while maintaining a strong foundation for identity resolution.

Data Collection, Management & Quality Control

Data Management Platforms (DMPs) form the backbone of any identity resolution stack. Solutions like Adobe Audience Manager, Salesforce DMP, and the Aqfer Marketing Data Platform offer powerful tools for collecting, organizing, and activating audience data. These platforms enable marketing service providers to manage vast amounts of data from multiple sources, creating a centralized hub for client information.

Data collection and orchestration platforms play a crucial role in capturing and routing data across various systems. Google Tag Manager, Tealium, and Aqfer Universal Tag are examples of tools that streamline the data collection process, making it easier to implement and manage tags across client websites and applications.

Customer Data Platforms (CDPs) like Segment, Tealium AudienceStream, and mParticle provide a unified view of customer data, enabling marketing service providers to create detailed profiles and segments for their clients. These platforms excel at stitching together data from multiple touchpoints, creating a holistic view of each customer’s journey.

Data quality and cleansing tools, such as Melissa Data, Informatica Data Quality, and Talend Data Quality, are vital for maintaining the accuracy and reliability of identity data. These solutions help marketing service providers clean, standardize, and enrich data, ensuring that their identity resolution efforts are based on high-quality information.

Connecting Identifiers

At the heart of the identity resolution stack are specialized platforms designed to connect disparate identifiers and create a unified customer view. Solutions such as LiveRamp IdentityLink, Neustar Unified Identity, Informatica MDM – Customer 360, and Aqfer’s Identity Resolution Module offer powerful tools for resolving identities across channels and devices.

Data onboarding solutions like LiveRamp Data Onboarding, Neustar AdAdvisor, and Acxiom InfoBase help marketing service providers integrate offline data with online identifiers, expanding the reach and accuracy of their identity resolution efforts. These tools are essential for creating a comprehensive view of customers across both digital and physical touchpoints.

Cross-device matching platforms, such as Tapad Device Graph, Drawbridge Connected Consumer Graph, and Adobe Experience Cloud Device Co-op, enable marketing service providers to track and target customers across multiple devices. This capability is crucial in today’s multi-device world, where consumers frequently switch between smartphones, tablets, and computers.

Data Privacy & Security

As privacy regulations become increasingly stringent, consent management platforms like OneTrust PreferenceChoice, Usercentrics, and Cookiebot are essential components of any identity resolution stack. These tools help marketing service providers ensure compliance with regulations like GDPR and CCPA while maintaining transparency with consumers.

Privacy compliance solutions, including OneTrust Privacy Management Software, TrustArc Privacy Platform, and BigID Data Intelligence Platform, help marketing service providers navigate the complex landscape of data privacy regulations. These tools ensure that identity resolution efforts remain compliant with evolving legal requirements.

Integration & Analytics 

API management and integration platforms like MuleSoft, Apigee, Dell Boomi, and Aqfer Real-Time Data Access (aIO) facilitate seamless data flow between different systems and client environments. These tools are crucial for creating a flexible, interoperable identity resolution stack that can adapt to diverse client needs.

Finally, analytics and visualization tools such as Tableau, Looker, and Domo enable marketing service providers to derive insights from their identity resolution efforts and communicate results effectively to clients.

Putting it All Together: The Identity Graph and Identity Spine

At the core of this modular stack are two critical concepts: the Identity Graph and the Identity Spine. 

The Identity Graph serves as a customizable framework for managing identities across diverse client needs. It provides a scalable architecture for multi-tenant environments, allowing marketing service providers to create client-specific data integration strategies while maintaining a unified core infrastructure.

The Identity Spine, on the other hand, acts as the key to cross-channel consistency. It creates a unified customer view across platforms, maintaining data integrity in a service provider context. By leveraging both probabilistic and deterministic matching engines, marketing service providers can create a robust, flexible identity resolution system that adapts to the unique requirements of each client.

Building a Future-Ready Identity Resolution Strategy

As the identity resolution landscape continues to evolve, marketing service providers must future-proof their technology stacks. This involves staying abreast of emerging technologies, maintaining a flexible and modular architecture, and continually refining their approach to privacy and compliance.

By adopting a modular, customizable identity resolution tech stack, marketing service providers can position themselves to meet the diverse needs of their clients while maintaining a robust, scalable infrastructure. When you’re ready to get serious about leveling up your identity resolution strategies, explore Aqfer’s Identity Resolution solutions and reach out to get started today.