• by Ray Schultz , Columnist, November 20, 2024

Marketing teams pursuing identity resolution face serious hurdles, including siloed customer data and ever-tougher privacy regulations.  

MetaRouter, a firm that specializes in customer data infrastructure, is making an effort to address this by making its identity resolution features available on Google Cloud.  

The company claims that joint customers can anonymously sync external customer IDs into GA4 and BigQuery. This will produce customer insights without risking compliance fees for tracking personally identifiable information (PII). 

The goal is to help businesses “fully leverage the power of GA4 and BigQuery, ensuring that their data streams are not only accurate but enriched with custom business logic and metrics that drive better decision-making,” says Greg Brunk, head of product at MetaRouter. 

Brunk adds: “Our cross-domain identifier technology means companies can have a comprehensive view of all user interactions readily accessible in the event stream.”

For instance, brands can stitch together customer identities from anonymous to known the company claims. That includes all platforms and devices. 

In addition, MetaRouter's Sync Injector can help them match user identities across AdTech and MarTech ecosystems, using existing cookie and identifier signals. And, by these signals from various sources, companies can predict user behavior and track digital investments across walled gardens.

Of course, the best data you can have is a permission-based email address. But even with that, you will need other information.