Identity

Identity refers to a user identifier or unique ID that distinguishes a specific user from others, serving as the foundation for user profiles and one-to-one connections. Typically involving pseudonymised data, identifiers are essential for functions such as frequency capping, forecasting, targeting, unique user counting, attribution, and data onboarding. While this concept encompasses information such as names, identification numbers, location data, and online identifiers, such as IP addresses and cookies, it is closely tied to privacy regulations like GDPR, which classify any information that leads to direct or indirect identification as personal data. Technically, unique user IDs play a crucial role in analytics by accurately attributing all activity to a single user across multiple devices and sessions, preventing duplicate counts of new visitors and ensuring precise reporting and effective digital engagement strategies.

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User identifier (user ID)