The Complexity of Customer Identity and Its Role in Personalization

Michael Katz  • CEO & Co-Founder

Hidekazu Ii  • Senior Director of Product, Consumer Identity

With consumers engaging on more devices across more apps than ever before, plus changes in the privacy landscape—like the iOS 15 policy changes—customer identity is becoming increasingly complex. Join Michael Katz, CEO of mParticle, and Hidekazu Ii, Sr. Director of Consumer Identity Product at NBCUniversal, to discuss the challenges of creating a unified view of the customer while maintaining a balance between maximizing the value of data for personalization and respecting user privacy. Learn about NBCUniversal's approach to identity, as it pertains to user conversion, household identity, the use of deterministic vs. probabilistic matching, and more.