Identity matching allows marketers to track anonymous individuals and their interactions with Real-Time Containers in the inbound real-time channels, such as web self-service, call center, and mobile applications. When a marketer defines a Container to present some action in the inbound channel, the container captures associations to perform identity matching.

For example, when a marketer defines a Container to represent a portion of a web page, the Container uses browser cookies to perform identity matching.

The following associations are captured during interactions with the Real-Time Container:

• CustomerID to UniqueID
• CustomerID to IP Address

Additionally, identity matching is implicitly performed by the following Real-Time Container services:

• Container

• Identifying customers with identity matching
• Viewing how anonymous users interact with Pega Customer Decision Hub actions