How can a profile be looked up in the RTCDP UI?

Using a cross-device ID type namespace marked as a primary or secondary identifier is the correct method for looking up a profile in the Real-Time Customer Data Platform (RTCDP) UI. Cross-device IDs are specifically designed to connect user behavior across multiple devices, making them highly effective for identifying and accessing user profiles.

When a cross-device ID is designated as a primary or secondary identifier, it allows for better consolidation and recognition of user interactions, thereby enhancing the accuracy of the profile lookup. This capability is essential for businesses that want to deliver a personalized experience by understanding user behavior across all devices they utilize.

In contrast, the other options have limitations. Restricting lookups to only email addresses would severely limit the flexibility needed for a comprehensive user profile view, as not all users may register with an email or have email as their primary identifier. Similarly, using only social media IDs for lookups would not account for users who do not link their social media accounts or those who utilize multiple social platforms. Lastly, if the namespace type did not influence profile lookup, it would undermine the effectiveness of tagging different identifiers to specific profiles, leading to potential fragmentation in data and a less cohesive understanding of user behavior.