What is an identity graph?
An identity graph records the connections between the many identifiers a single customer uses. It is how a system answers whether two ids belong to the same customer.
What it holds
An identity graph stores identifiers as nodes and the links between them as edges. A customer’s email, their device ids, their account id, and their cookies become connected nodes. Ask the graph about any one id and it returns the others that belong to the same customer.
How it grows
Every new identifier and every new link updates the graph. A login connects a device to an account. A shared email connects two devices. Over time the graph accumulates the web of ids one customer touches, and merges or splits them as the evidence changes.
Why it is central to profiles
A profile keyed on a resolved customer depends on the graph to know which activity is theirs. Get the graph wrong and two people’s behavior merges into one profile, or one person’s splits into two. The quality of the graph sets the quality of every profile built on it.
See it on your own traffic
Add the SDK, define one attribute, and see an attribute updating against your own traffic in the first session. The free tier runs on the real engine: no card, no sales call.