Did you know we all have multiple identities online? If you were to log into different websites using different devices like laptops, mobile phones, and tablets, use a personal email address to complete a purchase online, and then use a professional email address to log into a workplace application, both email addresses would be considered different identities. "The average number of email addresses owned by consumers is 2.5, and that includes working people that have business email addresses". Zettaphere According to a survey by Deloitte, smart devices doubled in US homes amid the COVID pandemic. The average household now has a minimum of 25 connected devices. Over 38% of Americans upgraded their homes with more internet-connected devices like smart TVs, tablets, and gaming consoles. Additionally, broadband and mobile data plans also got upgraded to support these new devices, with many boosting their wi-fi signals with extenders like eero, who reported that they saw more than 75% year-over-year growth in September 2021. More devices lead to more data discrepancies. Here comes the challenge, the average consumer uses up to four different devices on any given day, so how do marketers target the right consumers across these various identities and personalize messaging and advertisements at the right time and on the right channel? Identity resolution solutions collect and fill in the missing data between different devices, logins, and channels your consumer uses and consolidates it into a single unified customer profile. This allows brands to build better customer experiences that are consistent across the different devices and channels they may be using at any time. "81% of retail shoppers conduct online research before buying" Source: GE Capital Retail Bank.