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Connect the same person across phone, laptop, and tablet using signals you can stand behind, with an honest fallback when you cannot
Run identity resolution behind one service rather than each downstream system maintaining its own join logic, so a single resolution rule survives the next stack change
Normalize email at capture so [email protected], [email protected], and [email protected] all resolve to the same person, before they become three records
Emit a server-set first-party identifier the brand controls, so the customer can be recognized after Safari ITP, third-party cookie deprecation, and the next round of browser changes still to come
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
Standardize phone formats across every capture point so SMS reaches the whole file, not just the records that happened to be entered cleanly
Use probabilistic signals when deterministic identifiers are absent, carrying the confidence bound forward so the systems acting on the match know whether they are reading a high-confidence resolution or a guess