×
DMA: Data and Marketing Association
Hurricane Relief

Identity Council

Identity Council banner

As the race to win consumers intensifies, identity has emerged as the key strategic business asset of our day.

Across data-driven marketing and media, customer identity is becoming the most critical capability to delivering seamless, personalized experiences that generate brand affinity and results. Without it, you cannot recognize your customers responsibly, immediately, and consistently. And identity is key to creating seamless cross-channel relationships based on trust.

Raise your identity & attribution IQ at Advertising Week. Click here for a special offer and to learn more.

The biggest brands in marketing and media have come together to solve the industry’s most pressing identity and attribution challenges.

How DMA is solving the industry’s identity problems

DMA is uniquely positioned as the only trade association that represents the entire advertising landscape and that can convene and guide the industry to ensure that innovative and disruptive marketing technology can be quickly applied for ROI.

Raise your identity & attribution IQ at Advertising Week.


Identity Council Solutions

Identity IQ

A one-stop education portal that makes it easier to turn customer-centric marketing and media into quantifiable ROI

  • Short, snackable video content
  • Practitioner-curated case studies
  • Metrics and definitions

Coming soon

Vendor Assessment Toolkit

An expanded Identity RFI template that builds upon DMA’s XDID RFI template by adding additional identity data definitions, offline-to-online use-cases and questions, pre-sale data validation assessment techniques and easy-to-use checklists

Coming soon

XDID RFI Template

This template outlines the key questions DMA’s XDID Council recommends every cross-device tracking technology buyer ask before selecting an XDID solution provider

Available now


In the words of Identity Council members…

Chad Engelgau, VP Global Head of Identity  

“The ability to connect identities across platforms to create a seamless user experience for people… to personalize experiences for people even though they aren’t a part of our first party property is really critical for our business.”

Jacob Ciesielski, VP Data Technology Solutions  

“Innovation is what every business should be focused on – it provides growth… it also provides new ways to connect with consumers. Technology has surpassed marketing expectations and marketers are now trying to leverage what’s available.”

Simon Shulman, Director, Marketing Analytics & Technology  

“Attribution and identity resolution – these are hard problems to solve. There is not the expectation here that we are going to sit in a room and solve them all… What we are trying to do is move the ball forward… make us smarter than where we were.”

Tracy B YoungLincoln, EVP, Intelligence  

“I want to be a part of something that’s progressive – and really trying to attack the problems in the industry. I think that is what I found with DMA and this group of people.”


Identity IQ

Narrowing the gap between the pace of technology and the reality of practice in identity and attribution

Marketers and agencies tell us they are wasting millions on multichannel marketing execution that doesn’t work. As cross-platform media consumption evolves, linking spend to performance becomes even more complicated. Marketers are trying more and gaining less, while being challenged to activate insights and generate measurable results. And solution providers are not realizing a return on their own innovations.

It’s time to turn identity into marketing ROI. Marketers have more powerful tools and technology at their fingertips than ever before, but a significant gap remains between capability and usability. While identity technology can deliver more and more promise, the industry has yet to evolve from channel specific metrics like clicks, views and conversions to customer-centric view across marketing and media touchpoints, and the outcomes this holistic experience drives.

That’s why DMA is offering Identity IQ: A one-stop education portal that makes it easier to turn customer-centric marketing and media into quantifiable ROI.

Short, “snackable” animated video content to demystify the complexity in identity and attribution, and illuminate how to activate these powerful concepts and technologies in your business. Each animated video will be paired with a short, downloadable PDF.

Relevant case studies curated from practitioners, who share tips and valuable insights on topics like cross-channel identification, segmentation, data on-boarding and multi-touch attribution.

Metrics and definitions so that marketers, agencies and solution providers can enjoy full transparency and equal understanding of expectations, requirements and goals.

Identity Metrics Assessment Toolkit

Empowering marketers with the tools they need to validate identity metrics that matter

Buying on the promise. Marketers currently spend millions on identity data and attribution solutions based on performance statistics provided by vendors. While pre-buy metrics like match rates provided to marketers may be useful to compare expected campaign success, marketers currently have no standardized way to validate vendor claims.

Building confidence in the reality. Without a way for marketers and vendors to reconcile estimates with actuals, there will always exist unnecessary friction and mistrust between the two parties. Common tests to confirm scale, accuracy and match rates are needed to create benchmarks and facilitate trust and accountability.

That’s why DMA is creating the Identity Data Assessment Toolkit:

  • An expanded Identity RFI template that builds upon DMA’s XDID RFI template by adding additional identity data definitions, offline-to-online use-cases and questions, pre-sale data validation assessment techniques and easy-to-use checklists to improve buyer and seller alignment.
  • Standardized testing methodologies for the most common identity data metrics, so that both buyer and seller can more easily validate estimates, and all parties can reduce the gap between expectations and reality.

Learn more about DMA's initiatives to help you foster innovation.
Structured Innovation Program Cross-Device Identification
Our Brands EducationEventsAdvocacy MembershipAccountability ResourcesKnowledge CenterAbout UsBlogContact Us

Login To Your Account