Identity resolution has been treated as an IT process instead of a business driver. But this is changing. 1. Solutions have been too narrow in scope because (a) it historically started out as a solution to the ad targeting problem, and (b) pulling & assembling data from disparate data silos is expensive and slow. 2. And solutions for identity were treated as a silo separated from how brands want to interact with their consumer -- marketing thinks of identity as an IT tool -- IT often tries to solve for identity without connecting to business initiatives. 3. CDPs (full disclosure: I work for Amperity) are finally converging on a solution that meets the needs of IT, analytics, and marketing to resolve disparate customer records into a single, accurate profile, with stable ID, unlock new customer insights and predictive models to grow CLV, and allowing marketers to activate that profile anywhere a consumer interacts with the brand as they move across channels.