A household in the US will have 17 connected devices on average. Each of those devices leaves behind little digital clues that point to some kind of meaningful behavior.
It’s increasingly important for advertisers to take those clues from each device and stitch them together to get a complete view of a user. This is precisely what an identity graph does.
What Is an Identity Graph?
An identity graph brings a user’s various devices under a single profile. The data used to do this will often include hashed emails (HEMs), mobile advertising IDs (MAIDs), IP addresses, and other behavioral data points. When these data points and devices are connected to a single anonymous profile, it allows advertisers to reach their targets across multiple devices. By leveraging an identity graph, ad tech companies and brands can improve cross-device targeting, optimize ad frequency, and enhance attribution models.
Here is a real-world example: Someone is researching headphones on their phone. This behavior triggers a specific brand’s ad on their TV, only to see that same ad again on their phone a few hours later. Rather than buying right then and there, they buy the headphones using their laptop that evening.
An identity graph makes it possible to retarget that user across their TV and phone while attributing those ads to the successful purchase made on an altogether different device.
Why Unacast Is the Solution for Identity Graphs
The growing number of devices per user and the move away from cookies are pushing advertisers to find new ways to understand customer behavior. Privacy regulations like GDPR and CCPA, along with Apple’s Hide My Email feature, make it harder to find data that is both reliable and compliant.
This is precisely where Unacast comes in.
Unacast’s data helps companies build and work with identity graphs by connecting users’ disparate devices to enable smarter, data-driven campaigns without compromising compliance. Here’s how:
- Connecting the User Journeys: Because consumers switch between mobile, desktop, and CTV, Unacast connects mobile IDs to hashed emails and mobile IDs to frequently-used IP addresses to improve coordinated messaging and engagement.
- Better Audience Segmentation: Disconnected identifiers reduce ad relevance and waste impressions. By linking anonymous MAIDs to known profiles, Unacast enhances targeting precision and maximizes return on ad spend.
- Fills Measurement & Attribution Gaps: Without a unified identity framework, brands struggle to attribute conversions accurately. Unacast can help bridge the gap between ad impressions and conversions, allowing advertisers to optimize ad spend with real insights.
How Location Data Helps Build an Identity Graph
Location data can also be used to help link users’ devices together based on real-world movement patterns. It can validate that logged-in devices frequently appear in the same locations, like a home or office. But location data also identifies behavioral similarities. If multiple devices consistently share movement patterns, they are likely associated with the same user. This improves cross-device targeting, audience segmentation, and attribution, making identity graphs more accurate and scalable.
Unacast’s location intelligence suite strengthens identity graphs by linking devices based on real-world movement patterns, making identity graphs even more precise. We provide a compliant, scalable way to connect user journeys and enhance campaign performance. Want to learn more about Unacast’s product suite to help your identity graph or cross-device targeting? Book a time with us now.
