Identity Resolution
Identity resolution stitches together fragmented signals — different emails, devices, accounts — into a single profile of one real person or account.
What is identity resolution?
Identity resolution is the matching layer that figures out which records, events, and devices all belong to the same human or account. In B2B that means linking a marketing lead, a CRM contact, a product user, a support ticket, and an anonymous web session as one identity.
Why it matters in 2026
- Cookie deprecation and mobile ATT have shattered cross-channel tracking
- First-party identity stitching is the only reliable foundation for measurement and attribution
- Enables cross-channel personalization and full-funnel reporting
Matching keys
- Deterministic: email, phone, account ID — high confidence
- Probabilistic: IP, device fingerprint, name + company — lower confidence, broader reach
- Account-level: company domain, normalized company name, parent-subsidiary relationships
How TexAu helps
Stitch contacts to accounts and unify duplicate records inside a TexAu table with deterministic + fuzzy rules before pushing to the CRM, so downstream systems see one canonical view per person and per account.
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