Website Visitor Identification·21 min read·Anonymous Visitor Identification — Part 3 of 13
What Is an Identity Graph? How Anonymous Visitors Get Matched to Real People
An identity graph is the database that turns scattered signals like cookies, emails, device IDs and IP addresses into one real person or company. This guide breaks it down node by node: how a graph matches an anonymous visitor to a name, the difference between deterministic and probabilistic matching, why every graph decays over time, and why a B2B graph is a fundamentally harder problem than the consumer graphs that hit 99% match rates.
