Remove Aggregator Remove Income Remove Recency Remove Touchpoints

Not All Deterministic Identity Graphs Are Created Equal

LiveRamp

When identity vendors link deterministic data together for recognition purposes, the false linkages above can aggregate into new links that are all incorrect. The graph should be built with an expansive PII reference base to allow linking of PII touchpoints and devices to a persistent representation of a person. Leading deterministic graphs prioritize accuracy and recency of identity over scale.