{"page":"/blog/identity-graph-architecture","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Node type","Example","Typical source","Lifetime","Notes"],"rows":[["Hashed email","SHA-256 of a normalised address","Login, newsletter, checkout","Long","Normalise before hashing, per the UID2 rules below"],["Phone hash","SHA-256 of an E.164 number","Loyalty, SMS opt-in","Long","Same discipline as email"],["Customer or account ID","CRM key","Your own systems","Long","The strongest first-party anchor"],["First-party cookie or local ID","Publisher cookie, SharedID","Site visits","Weeks to months","Browser-scoped"],["Mobile or CTV ad ID","IFA from the device OS","Apps","Resettable","device.ifa in OpenRTB"],["Partner ID","UID2, EUID, RampID, ID5 ID","Partner calls","Varies by provider","Store as a node with its own consent state"],["Household","Derived cluster","Graph output","Recomputed","See household graph"]],"sourceUrls":[[],[],[],[],[],[],[]]}