The vast majority of website visitors browse anonymously. Over 90% of people access pages without filling out forms, logging in, or leaving any data that allows 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’s practically impossible to offer personalized, contextual, 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 budget on irrelevant ads, fail to understand the visitor’s life stage, and miss valuable opportunities for conversion, loyalty, and relationship-building. Additionally, this scenario favors risks such as fraud, defaults, and misdirected investments.
The good news is that technology has evolved—and today, there are solutions capable of transforming this reality. Using identity resolution tools, it’s possible to securely and encryptedly cross-reference digital signals with identifiable data in full compliance with LGPD and GDPR. These solutions reveal much more than just clicks: they show individualized users, with different behaviors, histories, contexts, and potentials. By recognizing the visitor, the company can understand if they have a good credit history, their income range, family structure, and consumption preferences—all without violating privacy, but with responsibility, judgment, and ethics.
The impact of this is immense. By no longer treating each visit as an isolated data point and instead seeing real people behind the browsing, marketing becomes smarter, more efficient, and more human. And when we talk about transformation, we’re talking about feasible cases—like Ana Paula (a consumer), who, while searching for a new hair dryer, visited several sites, compared prices, and considered various reviews. In the end, she bought the product from an e-commerce site that offered better conditions. But in the following days, she kept seeing persistent ads for the same hair dryer practically everywhere. The feeling was one of digital stalking—as if the system knew what she’d seen but didn’t care that the purchase had already been made. Beyond being annoying, the experience creates frustration. For the brand, it meant wasted budget. For Ana, the impression that, even after the purchase, she no longer mattered.
This approach, still very common, represents exactly the type of communication that technology can—and should—avoid. If the company had used a digital identity solution, it would have known 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 show her an Instagram feed ad for a premium refrigerator—with high capacity and advanced features—and a special payment condition, resulting from a partnership with Ana’s bank. Since the bank recognizes her good credit history, it offers an exclusive discount for cardholders. Once identity is recognized, the shopping experience evolves. Ana no longer feels stalked by ads and instead receives offers aligned with her profile and current life stage.
What could have been another frustrating digital interaction became a ‘value journey.’ Ana feels 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 relating to 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’re in, and their preferences, needs, and potential. It’s about moving from seeing generic crowds to recognizing individuals with unique stories, desires, and possibilities.
From a business perspective, the benefits are clear: lower customer acquisition costs, higher conversion rates, greater loyalty, safer credit decisions, and more efficient media management—with less waste and more impact. For consumers, it 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 toward making the buying journey more effective, human, and secure. Because, in the end, no one wants to be just another number. And now, brands finally have the means to act on this understanding.
