What does 'identity resolved at the edge' mean?
Recognizing and remembering visitors at the network layer, with first-party, server-set identifiers - before browser privacy features and ad blockers can strip the signal.
Browser-based identity depends on scripts and cookies that privacy features increasingly limit. Resolving identity at the edge means the recognition happens on infrastructure the store controls, using durable first-party identifiers set from the server side.
The practical payoff is attribution and personalization that survive ITP and ad blockers: journeys stay linked across days, and conversions remain visible to measurement systems. It is the architectural answer to signal loss rather than another patch on the browser layer.