Consumer Data Graph
The Short Answer
A consumer data graph is a database that links identifiers, behaviors, and attributes for individual people across sources into a single, queryable structure. Instead of storing one flat record per person, a data graph connects related signals (past addresses, devices, purchase behavior, life events) so a platform can resolve identity and build audiences from any starting point. Exact Match's graph covers 250M+ U.S. consumer profiles.
How It Works
Instead of one flat record per person, a data graph stores every known identifier and attribute as a connected node: past addresses, devices, purchase behavior, and life events. A query against the graph can start from any of those nodes and resolve back to the same person.
Why It Matters
The size and freshness of a data graph is the single biggest driver of match quality. A denser, more current graph resolves more records accurately, which is why refresh frequency matters as much as raw size.
See It In Action
One plan, everything included. Schedule a consultation to see it with your data.