The vast majority of website visitors browse anonymously. Over 90% of people access pages without filling out forms, without logging in, and without leaving data that allows any kind of direct identification. At first glance, this may seem like a sign of respect for privacy, but it also represents a major obstacle for brands. With little information available — often just a cookie or a device ID — it is virtually impossible to offer personalized, contextualized, or relevant experiences. The digital relationship becomes impersonal, generic, and ineffective. Without knowing who is on the other side of the screen, companies make communication mistakes, waste money on irrelevant ads, fail to understand the visitor’s life stage, and miss valuable opportunities for conversion, loyalty, and relationship building. Furthermore, this scenario fosters risks such as fraud, default, and misdirected investments.
The good news is that technology has evolved — and today there are solutions capable of transforming this reality. By using identity resolution tools, it is possible to cross digital signals with identifiable data safely, encrypted, and in total compliance with LGPD and GDPR. These solutions reveal much more than just clicks: they show individualized users with different behaviors, histories, contexts, and potentials from each other. By recognizing the visitor, the company begins to understand if they have a good credit history, their income range, their family structure, and their consumption preferences. All of this without violating privacy, but with responsibility, judgment, and ethics.
The impact of this is immense. By no longer treating each access as an isolated data point and starting to see real people behind the navigation, marketing becomes smarter, more efficient, and more human. And when we talk about transformation, we are talking about feasible cases — like Ana Paula’s (consumer), who, when looking for a new hairdryer, visited some websites, compared prices, and considered various reviews. In the end, she bought the product from an e-commerce site that offered better conditions. However, in the following days, she kept seeing persistent ads for the same hairdryer almost everywhere. The sensation was that of digital stalking — as if the system knew what she had seen but didn’t care that the purchase had already been made. Besides being annoying, the experience generates frustration. For the brand, it meant a waste of budget. For Ana, the impression that even after the purchase, she was no longer relevant.
This approach, still very common, represents exactly the kind of communication that technology can — and should — avoid. If the company had used a digital identity solution, it would have known that Ana had already purchased the product and could, based on her profile, present something more interesting and suitable for the moment. By identifying that she has good income, a large family, and a preference for social media interactions, the brand could subtly show in her Instagram feed the offer of a premium refrigerator — with high capacity and advanced features — and a special payment condition, the result of a partnership with the bank of which Ana is a customer. Since the bank recognizes her good credit history, it offers an exclusive discount to cardholders. Once identity is recognized, the shopping experience evolves. Ana no longer feels pursued by ads and starts receiving offers that are in line with her profile and the moment she is experiencing.
What could have been just another frustrating digital interaction turned into a ‘value journey.’ Ana begins to feel understood, respected, and valued. The brand saves resources, enhances its reputation, and increases conversion chances by investing in more precise, relevant, and ethical communication. This new way of engaging with consumers represents a profound shift in traditional marketing logic. It’s no longer about displaying products to any visitor but understanding who they are, what stage of the journey they are in, what their preferences, needs, and potentials are. It’s about moving away from seeing generic crowds and starting to recognize individuals with unique stories, desires, and possibilities.
From a business perspective, the benefits are clear: lower customer acquisition costs, increased conversion rates, higher customer loyalty, safer credit granting, and more efficient media management, with less waste and more impact. For consumers, this means the end of repetitive, irrelevant, and intrusive ads — and the beginning of more useful, personalized, and respectful digital experiences.
Therefore, being recognized, responsibly, is the next step for a more effective, humane, and secure purchasing journey. Because, ultimately, nobody wants to be just another number. And now, finally, brands have the means to act accordingly to this understanding.
