Identity Resolution Key to Bold Marketing in Fragmented World: TransUnions Spiegel Beet.TV [Video]

CANNES — In a media and marketing landscape more fragmented than ever, the concept of identity resolution is fundamental to being a bold marketer.

So says Matt Spiegel, EVP of TransUnion’s TruAudience Growth Strategy, who believes marketers must stitch together a full picture of people and households in order to drive growth.

“Every marketer is working towards some level of more growth, performance, personalized experiences,” Spiegel says in this video interview with Beet.TV editorial director Lisa Granatstein. “The commonality that allows you to create a seamless infrastructure or seamless experience rather, is an identity resolution infrastructure.”

Identity resolution is not just about the technical pipes, Spiegel says. Rather, it underpins the entire marketing process.

“Having an understanding of real identity allows you to go from planning to figure out who are my customers, and then start to think about who would I want to reach?” he says. “Doing really sophisticated …