This whitepaper is available in Spanish only for now.
User identity is built before the user says who they are
The customer journey doesn't start when the user fills in a form. It starts days earlier, in a silence most brands don't know how to listen to. In this whitepaper we explain how fingerprinting, first-party cookies and native SDKs, integrated in a CDP, make it possible to reconstruct the full journey.
Almost the entire journey happens between the first impression and identification. And almost no one sees it.
Identity resolution reconstructs that anonymous stretch and links it to the profile at the exact moment of identification. Retroactively.
9 sections. Technical and actionable.
A technical paper on identity resolution in a CDP: how fingerprinting works, where its legal limits are and what unlocks when the customer journey no longer has a blind spot.
The blind spot of digital marketing
Most of the journey happens between the first impression and identification, but most brands can't see any of that stretch.
Why the previous model broke
We analyze the breakdown of the tracking model that underpinned digital marketing since 2008.
Anatomy of anonymous identity on the web
Fingerprinting and first-party cookies solve the same problem in different ways. The choice depends on the sector, the journey and the data policy.
Identity in mobile apps
When browser fingerprinting doesn't apply, SDKs on iOS, Android and Flutter are the layer that supports identity resolution.
From fingerprint to single profile
The bidirectional, retroactive merge is the moment when the entire anonymous history is linked to a known profile.
The privacy contract
An identity resolution system is only defensible if it meets five specific conditions.
From identity to intelligence
Recovering the full journey unlocks three layers of value: dynamic segmentation, predictive models and multichannel activation.
How FLYDE solves it
We summarize the technical architecture behind the capabilities described in the paper.
Identity as a competitive advantage
Brands that build their own identity aren't competing on the same terms as those that don't.
This whitepaper is for you if…
Attribution doesn't add up
Your models over-assign value to the last click because they don't see what happens before signup. This paper explains why and how to solve it.
You lose continuity between sessions
Every time a user clears cookies or switches device, they reappear as new. There's an identity layer that solves it without depending on external identifiers.
Third-party cookies are leaving and there's no plan B
The previous model is being dismantled and the adtech alternatives aren't sustainable. This paper explains what to build instead.
You have data but the journey is still partial
The CDP is installed but only sees the journey from signup. The blind spot is still there, and this paper is the roadmap to solve it.