Advertisers and publishers alike can benefit from integrating identity graphs (ID graphs) into their strategies. The rich analytics and advanced targeting capabilities they provide make ID graphs essential for anyone looking to better navigate the complexities of this new era of digital advertising.

In the first two installments of this series, we took a look at the functionality of ID graphs and the mechanics behind them. Below we take a look at ID graphs in action.

ID Graphs For Advertisers

Use cases

Precision targeting & personalization
Hone in on niche audiences with highly personalized messages as a result of having a more comprehensive view of consumers.

Customer journey mapping
Understand the path that consumers take from awareness to conversion, allowing for better ad placement and timing.

Omni-channel attribution and optimization
Measure the effectiveness of your marketing campaign across devices and channels throughout the customer journey and leverage these learnings to improve your campaigns.

Run effective retargeting campaigns that go beyond the limitations of single-platform identifiers.

Look-alike modeling
With a well-structured ID graph, you can identify the traits and behaviors of your most valuable customers and then find similar audiences to target.


Increased ROI
More effective targeting and retargeting mean fewer wasted ad dollars.

Higher conversion rates
Precision targeting generally results in better conversion rates as messages are more aligned with consumer interests and intent.

Enhanced customer engagement
A consistent, personalized messaging strategy across platforms often results in increased engagement.

Data-driven decisions
With more enriched data at your fingertips, making informed advertising decisions becomes the norm, not the exception.

ID Graphs For Publishers

Use cases

User segmentation
With ID graphs, publishers can categorize their user base into different segments for targeting advertising via direct deals.

Personalized content
Besides ads, publishers can also use the rich user data to tailor editorial content to individual user preferences.

Inventory valuation
Better audience understanding allows for a more accurate valuation of ad inventory.


Higher CPMs
Better targeting often leads to higher value for your ad inventory.

Improved user experience
Personalized content and ads increase user engagement and time spent on the site.

Revenue diversification
A detailed ID graph opens the door to new monetization strategies, including premium subscription models.

Data monetization
Your enriched data could become a valuable asset that can be monetized independently of your ad inventory.

Getting Started

ID graphs are complex technologies that require significant time and financial investment to set up and operate. Based on an audit of existing data and data needs, you may opt to build an ID graph in-house or partner with one of the many vendors available on the market. Owning your ID graph ensures complete access to and control over your data and how it’s being used, whereas working with third-party identity solutions offers quick deployment and the opportunity to leverage specialized partner expertise and uncover insights.

In addition to the standalone setup, ID graphs can also be used in conjunction with a data clean room. A data clean room is a secure environment where multiple parties can share data without exposing sensitive or personally identifiable information. Within this framework, an ID graph becomes part of a more extensive, secure data ecosystem, allowing it to match various types of identifiers in collaboration with other parties like advertisers, publishers, or data vendors.

Using an ID graph within a data clean room presents a compelling alternative, offering a secure, compliant, and efficient way to gain deeper insights into consumer behavior while also facilitating collaboration with other parties in the advertising ecosystem.

ID Graphs At Equativ

We launched our ID graph offering by partnering with Roqad, a German DaaS identity provider. Roqad is the first ID graph powering our data clean room partnership with Habu to enable cross-device audience attribution and extension use cases.

Once matched, advertisers, publishers, and curators will be able to target audience data across our premium inventory by creating cross-publisher deal IDs and activating them on preferred DSPs. All players can expect better match rates, more flexibility, and improved addressability with a privacy-by-design approach compared to using traditional first-party data management and collaboration solutions.

Roqad is just the first in a line of many identity solutions we plan to offer to provide accurate data linkage to provide advertisers and publishers a more consistent and unified view of their customers and leverage these insights for efficient advertising and inventory monetization.

Ready to get started?