Cross-Channel Identity Resolution Critical for Marketing Measurement: LiveRamp Study.

Switching to consumer data integration, we have a very interesting study from cross-device identity vendor LiveRamp about how marketers are using individual-level identity resolution to better measure performance. Nearly everyone (94%) said cross-media identity resolution is needed to accurately assess marketing performance, while just 21% had people-based measurement in place. Almost half (42%) didn’t know how to get started. Other interesting data too.