An identity graph is the map that connects the many identifiers (emails, devices, cookies, account IDs, and households) that belong to the same person or family.
Category
Identity
Also known as
ID graph
It is the data structure identity resolution builds and reads. A CDP uses it to decide whether an anonymous visitor and a known customer are the same person.
In practice
The graph is only as reliable as the links in it. Deterministic links (a login) are safe to merge on; probabilistic links are for enrichment, not for merging two people into one.
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