Identity Graphs (or ID Graphs) are a foundational technology that powers most, if not all audience and personalisation-based marketing use cases. As such, they are present in just about all MarTech and AdTech platforms. If you understand what identity graphs are and how they function, then other core concepts like “identity resolution” and “single customer view” will make sense as well.
With that in mind, the goals of this video are to provide an overview of how Identity Graphs are created, how they work, and an exploration of key concepts to further build and reinforce understanding. This includes the following:
- What Identity Graphs are
- The steps involved in creating an Identity Graph
- The relationship between Identity Graphs and Identity Resolution
- How Identity Graphs enable marketing use cases
- Where Identity Graphs show up (in MarTech and AdTech systems)
- What the “Graph” in Identity Graph stands for
- The role of Graph Databases
Specific sections can be accessed using the chapter markings in the YouTube player. The presented slides can be downloaded here.
