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Resolve individual visitors to the account they belong to, so the buying committee shows up as one account rather than scattered anonymous leads
Connect the same person across phone, laptop, and tablet using signals you can stand behind, with an honest fallback when you cannot
Detect and retire the identity links that have gone stale, so targeting and suppression stay accurate as the customer file ages
Reconcile a person's anonymous and authenticated states when their consent decisions differ between them, without leaking the un-consented context into the consented one