The Great Martech Reset

Rethinking Identity: A New Approach

Digital identity is under pressure.

Between signal loss, shifting privacy expectations, and fragmented customer journeys, the foundation that once supported personalization, targeting, and attribution is showing cracks. Most marketing teams know their performance depends on reaching real people, not just devices or cookies, but few feel confident in the integrity of their identity data.

And the cost of getting identity wrong?
Wasted media, broken personalization, compliance risk, and eroded trust.

This whitepaper takes a clear-eyed look at what’s broken, and what’s working, in identity today. It’s not another hype piece about third-party cookies or “future-proofing.” It’s a strategic framework for how professionals can realign their identity approach around stability, scale, and trust.

What Marketers and Data Teams Need to Know

This isn’t about replacing your stack. It’s about asking smarter questions: What signals do you trust? How is your identity data actually used across teams? And are your current strategies helping, or holding you back? What’s inside:

A breakdown of how signal loss is reshaping the identity landscape.
Why many current solutions — especially those chasing one-size-fits-all identity graphs — fall short.
A case for starting with the most durable signal in digital.
How data quality, not just data quantity, is becoming the competitive edge.
The role of metadata, infrastructure, and orchestration in making identity data useful across teams.
What separates high-performing marketing data from the rest. And how to close the gap.

Why It’s Worth the Read

As performance marketing becomes more complex, the teams seeing the greatest impact are often the ones focused on the basics: better data, cleaner signals, and clearer activation paths.

This piece offers a practical lens on identity. One that acknowledges today’s challenges while giving you the language and structure to improve what’s next.

Download the whitepaper and explore a more grounded, adaptable path forward.

White Paper