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Identity graph
A map connecting the different digital identifiers that all belong to the same real person.
Example
The same person's work email, personal email, phone number, and mobile device ID all get linked together as 'one person' inside an identity graph, even though each identifier looks unrelated on its own.
Why marketers care
It's what lets a customer be recognised consistently across devices and platforms — without it, the same person just looks like several different, disconnected people to every system that touches them.