Which Companies Need Identity Resolution the Most?

The companies that need identity resolution most are the ones already spending to reach people and unable to say who they reached. That describes four kinds of company. I lead with enterprises that run a customer data platform (CDP) and take the other three in the order I see the need, and that order is a judgement, not a measurement.

1. Enterprises with a CDP

A CDP is a system built to know the customer, with a team to run it. What it lacks is a way to know the customer who has not identified themselves. Its cookie links to a record only when someone identifies themselves, such as by opening an email, filling in a form or logging in.

These enterprises want their own first-party cookie, the one their CDP already sets, reaching their customer base or their total addressable market. An ad can make that link the way a form fill does, and every matched contact comes back by name.

I put them first because they already own the expensive part. The stack exists and so does the person who operates it. The one missing piece is the link.

2. Agencies

An agency has the opposite shape: many advertisers and one of you. The need repeats in every account. One audience has to run on every channel the client buys.

That is the DelivrDSP case. An agency brings a client's first-party list in, and 85 to 97% of it onboards as addressable people, measured as matched records over uploaded records, per list.

3. Platforms that resell identity

A platform that sells to marketers hears the same two questions from its own customers: who is this, and what are they researching? Embedding Delivr through the API lets the platform answer both for its customers instead of building a graph of its own.

It sits third because the buyer is a builder. The need is real, but it is an engineering decision before it is a marketing one. The platform page has the detail.

4. Anyone advertising who wants to close the loop

The fourth group is the widest and the least specific: any company that advertises and wants to know who responded, who did not, and who showed up through a different tactic. Those are the people you retarget.

What you learn from the loop feeds cross-sell, upsell, opportunity acceleration and advocacy.

Who needs it least

A company without a MarTech stack and nobody to operate one. This is not a sales tool. It builds the whole conversation with customers, and that takes a person running it. If that describes you, build the stack first. The fit checklist walks through it.

Place yourself in three questions

• Do you own a system that wants to know the customer, such as a CDP, a CRM or marketing automation?
• Do you spend to reach people through ads, email or social?
• Can you say, by name, who responded?

Yes, yes and no puts you at the front of the line. Intent sits on top of that: once people are resolved, person-level intent shows who is researching and how far along they are. The definitions are in what identity resolution is.