Identity Resolution

Identity resolution remains critical infrastructure as the industry navigates privacy regulations and cookie deprecation timelines. The continued prominence of established players like LiveRamp and TransUnion's TruAudience solution reflects the ongoing need for deterministic and probabilistic identity matching in an increasingly fragmented ecosystem. As AI agents become buyers and negotiators, identity resolution takes on new dimensions—not just matching users across touchpoints, but enabling AI systems to understand audience composition and value in real-time negotiations. The data buyer role is evolving, with AI systems requiring different data structures and access patterns than human buyers traditionally needed.