Let’s Understand The Vendor Landscape Of Identity Resolution Platforms.
What is the Identity Resolution Platform?
Present-day, marketers are facing immense challenges to keep a record of their customers. Due to the increase in the number of smart devices per user, it’s getting hard to track users activity. These days each user or consumer is using at least two to three smart devices for their usage. These smart devices include mobile phones, smart television, laptop, desktop, smartwatch etc.
To make sure the user gets the best user experience and user interface, marketers must keep a track of its users’ habits and path on the internet. Marketers and brands use Identity Resolution Platforms to resolve this issue.
These platforms keep a track of user habits with the help of their IP, MAC, phone number, email, cookies etc. Therefore, with the help of these platforms marketers and brands can provide better-personalized services to their customers.
Vendors of Identity Platforms provide services to a wide range of organizations. The consumer of their services can range from a giant(Pvt. Ltd.) company to budding Startups.
Business Identity resolution platform market is filled with large data-firms, credit reporting companies and many pure-play platforms. Identity resolution platform skill in the market community is provided by coincidence, and not by choice or a stand-alone feature.
The biggest boom in the Identity resolution platform came between the years 2017-2018. During these times, four vendors collected an approximate Of $40 million with 6 sponsorships.
However, in 2019 and 2020(first-quarter), vendors were gearing-up, by adding new features and integrating those features to their Identity resolution platform capabilities. Therefore, the financial graph was low as compared to 2017-2018.
Image credit – martechtoday.
However, LiveRamp, an identity resolution platform, in 2019 was growing fast and doing Mergers and acquisitions. It purchased an authorization administration platform “Faktor” in the month of May. However, LiveRamp never disclosed the purchase amount
In the month of June, it acquired another firm “Data Plus Math”. Data Plus Math is a T.V promotion calculation firm. LiveRamp paid $150 million for the purchase of “Data plus Math”.
Dentsu Aegis Network acquired 4Cite Marketing in January 2020. 4Cite Marketing is a technology developer-centric to the identity of people.
Image credit -martechtoday.
Experian, Oracle and LiveRamp, all public-owned companies are giants in the field of Identity resolution. However, Merkle, Valassis, Neustar and Acxiom are either owned by worldwide agencies or by private equity enterprise.
There are private owned start-ups related to pure-play identity resolution which are using venture capital stakes to enhance their marketing platform. These companies include FullContact, SmarterHQ, Signal, Throtle, and Infutor. They are small in staffing and structure. They use this fund to further enhance their staffing and do R&Ds.
Image credit – martechtoday.
