From a brand perspective, the phase-out of cookies means it’s time to look at customer identity more holistically. Customer identity is about more than just onboarding or linking device identifiers. It’s a way to fill in the blanks around your customers. It’s not the end game in and of itself, but an important tool in your arsenal as your brand seeks a better understanding of its current and potential customers.

 
As the industry moves into a cookie-less future with higher levels of data privacy, good identity resolution will provide three things: quality, transparency, and flexibility. Brand owners should use those three standards to assess their customer identity solutions.