Wunderkind：2025年在喧嚣世界中更聪明地花钱报告（英文版）

At the heart of paid social inefficiency is a simple problem: most brands don’t actually know who they’re paying to reach. On Facebook and Instagram, traditional targeting treats each visitor or abandoner the same. Without identity, brands can’t distinguish between a new prospect, a high-value customer, or someone already being nurtured in email. Identity resolution changes that. It connects anonymous interactions to real, recognizable profiles, unlocking precision in how spend is allocated.