In a context where user recognition and data enrichment are becoming increasingly limited, identity resolution is emerging as the key infrastructure to evolve marketing, media, and measurement. In this workshop, The Newco demonstrates how a Persistent ID based on first-party data can enhance user recognition, unify cross-device and cross-channel interactions, enrich profiles even in the absence of login data, and improve targeting and performance measurement. Through concrete cases and application scenarios, we will illustrate how to transform fragmented traffic into a truly personalized and measurable experience.