The process of linking disparate identifiers device IDs, emails, cookies, MAIDs to a single unified person or household profile, enabling consistent cross-channel measurement.
The output is typically a single durable ID that sits behind a person’s emails, cookies, device IDs, and loyalty records which is what lets a brand recognize the same customer whether they arrive via a Google ad on mobile, an email click on desktop, or a walk-in visit, instead of treating each touchpoint as a stranger.
Further reading: Identity resolution for brands · What to ask an identity resolution partner
