Personalization vendor SmarterHQ has released an identity resolution framework to track customers across time, channels and devices. They’ve always gathered data from multiple sources so presumably what’s new is improved matching methods. Maybe more interesting is that they consider identity resolution a feature worth promoting. File it under the same heading as Tapad repositioning itself as a CDP.

Do consumers want marketers to have their data? One hint is that 41% in a RSA survey said they’ve given false information when filling out online forms. The most common reason was to avoid unsolicited communications. They also take direct action: 54% said they avoid buying from companies known to mishandle consumer data and 50% are more likely to shop with companies that take data protection seriously. Just 11% said they never give any thought to companies’ reputations for data protection.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.