The data collected from a cross-channel identity resolution strategy can be compiled into individual user profiles. These profiles, as info-packed glimpses into user habits, lifestyles and demographics, are often called ‘identifiers.’ An Internet user’s identifier can be boiled down to something as simple as a customer ID on your website—but it extends across loyalty program membership numbers, local business searches, common social media activity, and more.
Putting an abundance of data to good use is tough, of course: After compiling customer identifiers into comprehensive user IDs—each of which, often, being referred to as a ‘UID—publishers need to create strategies which remain flexible. Each UID is expected to shift around, during its journey, of course. And this means that any flexible strategy isn’t only flexible in cross-channel data collection, but in its user communication sincerity.