Lucid

Mid-tier identity resolution provider focused on people-based marketing

Lucid (operating as Luc.id) was an identity resolution and people-based marketing technology company that provided brands and marketers with tools to unify customer data across multiple devices, channels, and touchpoints. The platform specialized in creating persistent customer identities by connecting disparate data sources, enabling more accurate targeting, measurement, and personalization in digital advertising campaigns. Lucid's technology helped marketers overcome the challenges of fragmented customer data in an increasingly complex digital ecosystem. The company positioned itself as a solution for enterprise brands seeking to implement people-based marketing strategies, offering identity graph technology that could match anonymous digital identifiers to real individuals while maintaining privacy compliance. Lucid's platform was particularly valuable for brands looking to improve their cross-device attribution, reduce wasted ad spend, and deliver more relevant customer experiences. In 2021, Lucid was acquired by Adswerve, a digital marketing consultancy and Google Marketing Platform partner. Following the acquisition, Lucid's identity resolution technology and team were integrated into Adswerve's broader suite of marketing analytics and advertising solutions, with the Lucid brand eventually being absorbed into Adswerve's operations rather than continuing as a standalone entity.