Martech：2024营销技术情报：身份解析平台营销指南（中译版）（57页）.pdf

1、MARTECH INTELLIGENCE REPORTIDENTITYRESOLUTIONPLATFORMS:A MARKETERS GUIDEINCLUDING IN-DEPTHCOVERAGEExplore Enterprise Identity with LiveRampIdentity Infrastructure for Next-gen Enterprises1Map identities accurately and responsibly across your enterprise2Create the most accurate and connected view of

2、your customer3Unlock powerful new insights and deliver personalization at scale 2024 Third Door Media is a Trademark of Semrush Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Identity Resolution Platforms:A Marketers GuideTable of contentsScope and methodology.2Identity resolution market overvi

3、ew.3Figure 1:The market for identity resolution software is expected to nearly double from 2021 to 2028.3First-party data takes center stage and data clean rooms gain importance .4Figure 2:Importance of third-party cookies to marketing strategies.4Figure 3:How will third-party cookie deprecation imp

4、act your use of data?.5Figure 4:Users of identity solutions and DCRs report satisfaction with their investment.5The rise of advanced and connected TV.6Figure 5:Connected TV ad spending in the U.S.is growingby double-digit percentages every year.6Figure 6:Spend on identity solutions in advanced TV.7D

5、ata privacy,quality and silos pose challenges.7The impact of artificial intelligence and machine learning.8M&A and investment slow as identity resolution vendor market develops.9Figure 7:Publicly held IR platform vendors and select transactions.9Identity resolution platform capabilities.10Data onboa

6、rding.11Table 1:Data onboarding capabilities of a selection of identity resolution vendors .11Deterministic versus probabilistic matching and the role of AI and ML.11Identity graph .12Integration with universal ID systems .13Data privacy and compliance.13Data clean rooms.13Third-party software integ