Mention identity solutions to most marketers and they jump straight to targeting.
That’s limiting.
This misses many other areas of opportunity to leverage identity solutions, and critically misses out on what I call ‘ the identity loop’.
Identity solutions are becoming the connective tissue of modern marketing.
- A richer understanding of who your customers are and what your growth audiences look like.
- Deterministic data to build media plans around real behaviours, not assumptions.
- Media activation based on people, not proxies – enabling more granular and precise targeting
- Delivering personalised creative and messaging at scale—with greater confidence in relevance and cross-channel sequencing.
- Ongoing clean room analysis to reveal true cross-channel reach, frequency, and performance—feeding directly into future campaigns.
The most effective brands treat identity as a continuous input—across planning, activation, measurement, and optimisation. It’s not a step. It’s a system.
Failure to embrace this will leave marketers vulnerable to walled garden silos, misleading media KPIs and ultimately sub-optimal marketing effectiveness.
Welcome to The Identity Loop.