{"page":"/blog/identity-graph-architecture","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Deterministic","Probabilistic"],"rows":[["Evidence","Shared login, hashed email or phone, customer ID","Scored agreement on several weak fields"],["Precision","High, if inputs are clean","Depends on the threshold you choose"],["Reach","Limited to authenticated users","Wider, including logged-out traffic"],["OpenRTB mm value","3, authenticated","5, inference"],["Main failure","Shared or typo-ridden emails","Over-merging people who share a network"],["Typical use","Activation, suppression, measurement","Reach extension, frequency capping"]],"sourceUrls":[[],[],[],[],[],[]]}