Identity Graph - Definition

Identity Graph is a system that links various identifiers across different devices, browsers, and applications. It creates a comprehensive mapping of individual users by connecting their interactions and behaviors across multiple platforms. This includes not only existing customers and shoppers but also prospects who have not yet made a purchase or become customers. By linking identifiers in the same way for both potential and current customers, the Identity Graph ensures a unified and consistent view of each individual. This allows marketers to accurately track and understand user behavior across different touchpoints, enabling more effective targeting and personalization strategies. As a result, businesses can deliver more relevant and cohesive experiences to their audience, regardless of the device or platform they use to engage with the brand.