The Marketer’s Identity Hub
Identity Resolution 101
A practical guide to identity resolution, built on Lotame’s 20 years of experience helping marketers navigate change.
Marketers are expected to deliver relevant, consistent experiences across web, mobile, CTV, and emerging environments, even as identifiers keep changing and the customer journey grows more fragmented. After decades of working with brands, publishers, agencies, and platforms, one pattern stands out.
Identity resolution isn’t a tactic. It is infrastructure.
Explore the Identity Resolution Hub
This Identity Resolution Hub brings together the key concepts, strategies, and guidance marketers and agencies need to make identity resolution work in practice.
Chapter 1
Understanding the role of identity
Start here to understand what identity resolution is, why it matters now, and how it fits into modern marketing infrastructure.
Identity-Driven Marketing: Why Identity Is Doing the Heavy Lifting Now
Chapter 2
How identity works at scale
Learn how identity enables consistent activation across channels and partners, even as identifiers and environments change.
Back to Basics: What Is Identity Resolution?
Chapter 3
Applying identity in the real world
See how identity resolution shows up across real marketing workflows, decision making, and operational use cases.
Agency Data Strategist Guide: Identity, Clean Rooms, and Data Collaboration
Top Questions Agencies Ask About Identity Resolution (coming soon)
“The future of data companies isn’t just selling audiences — it’s becoming a technology and identity partner to the ecosystem.”
Zuzana Urbanova
VP Agency Solutions, APAC Lotame
Identity resolution doesn’t exist in isolation
It’s the foundation that allows data to move safely and connectivity to scale across platforms, partners, and environments. To see how identity works alongside the other pillars of modern marketing, explore:
Data Hub
Resources to help marketers and agencies access, enrich, and use advertising data at scale.
Connectivity Hub
Guidance on enabling audience activation across platforms and partners.
