The vast majority of website visitors browse anonymously. More than 90% of people access pages without filling out forms, logging in, or leaving data that allows any type 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 limited information available—often just a cookie or a device ID—it's 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 miscommunicate, 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 favors risks such as fraud, default, and misdirected investments.
The good news is that technology has evolved — and today there are already solutions capable of transforming this reality. With the use of identity resolution tools, it is possible to cross digital signals with identifiable data in a secure, encrypted manner, fully compliant with LGPD and GDPR. These solutions reveal much more than just clicks: they show individualized users, with different behaviors, histories, contexts, and potentials from one another. Upon recognizing the visitor, the company begins to understand whether they have a good credit history, what their income range is, what their family structure is like, and what their consumption preferences are. All of this without violating privacy, but with responsibility, judgment, and ethics.
The impact of this is immense. By moving away from treating each access as an isolated data point and starting to see real people behind the browsing, 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, he bought the product from an e-commerce that offered better conditions. But in the following days, he continued to see persistent ads for the same hairdryer everywhere. The feeling was of digital persecution — as if the system knew what she saw, but didn't care that the purchase had already been made. Besides being bothersome, the experience causes frustration. For the brand, it meant wasted money. For Ana, the impression that, even after the purchase, she no longer mattered.
This approach, still very common, exactly represents the type 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 a good income, a large family, and a preference for social media interactions, the brand could subtly showcase in her Instagram feed a premium refrigerator offer—with high capacity and advanced features—and a special payment condition resulting from a partnership with the bank Ana is a client of. As the bank recognizes your good credit history, it offers an exclusive discount for those who use their card. From the moment the identity is recognized, the shopping experience evolves. Ana stops feeling persecuted by ads and begins to receive offers that match her profile and the current situation 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, improves its reputation, and increases conversion chances by investing in more precise, relevant, and ethical communication. This new way of engaging with the consumer represents a profound shift in traditional marketing logic. It's no longer about displaying products to any visitor, but about understanding who is there, what stage of the journey they are in, what their preferences, needs, and potentials are. It's about stopping seeing generic crowds and starting to recognize individuals with different stories, desires, and possibilities.
From the companies' perspective, the benefits are evident: lower customer acquisition costs, increased conversion rates, greater customer loyalty, more secure credit granting, and more efficient media management, with less waste and greater 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 to make the purchasing journey more effective, human, and secure. Because, in the end, no one wants to be just another number. And now, finally, the brands have the means to act according to this understanding.
