Marcelo Ulvert Shares Key Insights on Identity Resolution at LiveRamp Webinar

At a recent LiveRamp Webinar, alongside leaders from LiveRamp and Kantar IBOPE Media, WINR’s very own Marcelo Ulvert took centre stage to discuss the value of identity resolution and how WINR is bridging the identity gap for brands worldwide. With data-driven marketing evolving rapidly, identity resolution is no longer a luxury — it’s a necessity.

The Power of Identity Resolution with WINR

Marcelo kicked off the discussion with a clear overview of WINR’s capabilities: “Simply put, we help our clients verify, enrich, and grow their identity data.” WINR operates as a global identity solutions provider specialising in identity resolution and verification. By partnering with industry leaders like LiveRamp and utilising their clean-room capabilities, WINR ensures brands can activate their data effectively while maintaining compliance.

Bridging the Identity Gap: More Matches, Greater Reach

One of the biggest challenges brands face in digital marketing is low match rates between their first-party data and the data held by media platforms. Marcelo explained how WINR’s proprietary WINR Alchemist — a global identity graph spanning 35+ countries — solves this issue: “By having WINR Alchemist as a data ‘spine’ or ‘bridge,’ we can resolve different data points, such as multiple email addresses belonging to the same person.”

The result? A significant boost in match rates, extended reach, and increased revenue for brands and media partners alike.

Real-World Success Stories

Marcelo shared compelling case studies to illustrate the impact of WINR’s identity solutions:

• Australia: A collaboration between a Big 5 Agency and a Top 100 Publisher saw a 25% boost in match rates, leading to greater reach and revenue.
• UK: A retailer’s match rate with social platforms jumped from 64% to 78% after implementing WINR Alchemist.
• France: Another retailer improved match rates from 62% to an impressive 84%, significantly enhancing their campaign effectiveness.

Identity Resolution in a Privacy-Conscious World

With increasing regulations and heightened consumer expectations around data privacy, brands must be strategic in their identity resolution efforts. Marcelo reassured the audience: “WINR’s compliance framework aligns with all privacy standards across geographies, giving brands confidence in deploying solutions globally.”

By integrating WINR Alchemist into LiveRamp’s international platforms, brands gain access to a single, scalable, and compliant identity solution, allowing them to compete more effectively while maintaining trust with consumers.

Key Takeaways for Brands

When asked how brands can maximise the effectiveness of identity resolution, Marcelo highlighted three key steps:

1. Test and experiment – “You won’t know unless you give it a go.”
2. Work with platforms that offer robust match tools – Ensuring seamless connection to media owners.
3. Leverage clean-room collaboration – Using platforms like LiveRamp to activate data in a secure, privacy-compliant environment.

The Future of Data Partnerships

Wrapping up the discussion, Marcelo emphasised the power of partnerships in navigating the evolving digital landscape: “If a brand tried to do this alone, financial, compliance, and logistical barriers would be overwhelming. Collaborations like ours make these solutions accessible, affordable, and secure.”

Curious to see how identity resolution could work for you? Reach out to WINR or your LiveRamp contact to arrange a match test and discover the potential firsthand.