Identity Graph

The Short Answer

An identity graph is the umbrella structure that connects a person's identifiers (emails, phone numbers, devices, cookies, physical addresses) into one persistent profile over time. It is the foundation identity resolution runs on: the richer and more current the identity graph, the more accurately a platform can match, enrich, and target real people instead of anonymous signals.

How It Works

Every new identifier discovered for a person, a new email, a new device, a change of address, gets added as a node connected to their existing profile in the graph, rather than treated as a brand-new, disconnected record.

Why It Matters

The identity graph is what every other matching and enrichment process runs against. A thin or stale identity graph produces a low match rate no matter how good the matching algorithm is.