Identity Resolution

The Short Answer

Identity resolution is the process of connecting fragmented signals, such as an email address, a cookie, a phone number, or an IP address, to a single verified person. It closes the gap between anonymous activity (a website visit, a partial customer record) and a real, addressable individual in a data graph. Most platforms combine deterministic matching (exact identifiers) with probabilistic matching (behavioral signals) to resolve identity at scale.

How It Works

A platform combines deterministic signals (an email, a phone number) with probabilistic signals (device, location, browsing pattern) to resolve anonymous activity to a specific individual. The larger and more current the underlying data graph, the higher the resulting match rate.

Why It Matters

Most websites convert only a small share of visitors into known contacts. Identity resolution recovers the rest: it turns anonymous traffic, partial customer records, and offline lists into addressable people a marketing or sales team can actually reach.

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