{"id":4384301,"date":"2020-12-02T03:14:45","date_gmt":"2020-12-02T01:14:45","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/why-identity-graphs-are-key-to-the-future-of-dmps-and-dsps\/"},"modified":"2025-12-08T13:44:26","modified_gmt":"2025-12-08T11:44:26","slug":"why-identity-graphs-are-key-to-the-future-of-dmps-and-dsps","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/why-identity-graphs-are-key-to-the-future-of-dmps-and-dsps\/","title":{"rendered":"Why identity graphs are key to the future of DMPs and DSPs"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tWhy identity graphs are key to the future of DMPs and DSPs\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tFeliks Malts\t\t
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\n\t\tIn my last post, I talked about the role of measurement and major media platforms (Google and Facebook) in addressing tracking and measurement in a cookieless world<\/a>. In today\u2019s post, I\u2019d like to put the future of data-management platforms (DMPs) and demand-side platforms (DSPs<\/a>) under a microscope and explain why the key to both lies in the concept of identity graphs (also referred to as ID graphs or ID resolution graphs).

Before I get into DSPs and DMPs, it\u2019s essential to know that the concept of identity graphs was introduced (less robustly) about a decade ago by Tapad<\/a>, which is still the leader in the space because it has been validated for accuracy and has a large pre-established addressable base.

Identity graphs are databases that store and create linkages between a wide range of user identifiers (think usernames, email addresses, phone numbers, IP addresses, loyalty card numbers, mailing addresses, etc.) \u2013 across devices and offline engagements.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t