“Expecting brands to capture the amount of data generated , tie it to specific identities, and activate on it is akin to trying to not just catch, but sort individual rain drops in a storm”

As online identifiers and touchpoints increase, brands have access to more data than ever, but web browsers and operating systems have imposed stricter restrictions that limit the life of cookies, making much of this valuable data available for only a week (or less). This limits brands’ ability to tie information to shoppers’ online identities, leading to frustrating experiences like loyal customers not being recognized or receiving irrelevant offers. Black Friday Cyber Monday is a prime example of this effect: while many brands see a boom in customer activity during this timeframe, if a brand can’t recognize those customers when they come back in the new year, they are forced to restart conversations with these customers, likely asking them to repeat information already shared. In era of loyalty and retention, consumers want to be known—it’s not just about convenience, but about feeling valued.

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“Expecting brands to capture the amount of data generated , tie it to specific identities, and activate on it is akin to trying to not just catch, but sort individual rain drops in a storm,” said Ed Hallen, Chief Strategy Officer at Klaviyo. “It’s nearly impossible, and it only harms the consumer as splintered or incomplete online personas create a more generic, less customized experience. With Extended ID, we’re able to help brands collect the data that they need to offer their customers personalized journeys that drive revenue and build brand loyalty, ensuring they’re able to provide every shopper with the right message at the right time across channels.”

“Brands intentionally use data in how they market to their customers, which has created a high level of brand loyalty and high expectations for how they engage,” said Jen Kessler, VP of Product at Klaviyo. “It has become harder and harder to meet those expectations as data becomes more restricted, and brands aren’t always able to recognize when existing customers come back to their site. Extended ID gives brands the power to collect more valuable data on their own customers, and ability to trigger more high-converting flows and target their campaigns more specifically than ever before, and we’re seeing them convert sales at a rate to match.”

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Extended ID kicks off additional investments in identity resolution for Klaviyo, as more businesses rely on the Klaviyo platform as their customer source of truth. While Klaviyo has long excelled at collecting first-party data and tying it to accurate, deduplicated customer profiles, it’s expanding its capabilities to best support omnichannel brands as technology evolves. These advancements allow brands to maintain strong, unified customer profiles over time, while meeting consumer expectations for seamless, personalized experiences.