Glossary
What is a cross-device identity graph?
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A cross-device identity graph is a continuously updated map showing which phones, computers, tablets and connected TVs belong to the same person or household. It links identifiers such as hashed emails, advertising IDs and CTV IDs, so advertisers can reach, cap frequency and measure one consumer across every screen.
How it works
- 1
Observe consented IDs
Identifiers are collected from consented web, app and CTV environments.
- 2
Link devices
Deterministic and probabilistic methods connect IDs into person and household clusters.
- 3
Refresh continuously
Links are updated regularly so reset IDs and replaced devices drop out.
Why it matters for advertisers
- Reach the same consumer on mobile, desktop and CTV with one plan.
- Control frequency across screens instead of per device.
- Attribute conversions on one device to exposure on another.
How ROQAD does it
ROQAD operates a European cross-device graph as part of its identity and data infrastructure, with 500M+ IDs. Signal Boost brings your first-party data onto the graph; ROQAD Graph links devices, IDs and households with deterministic and probabilistic methods on TCF-consented data; and Zeotap Data enriches graph IDs with consented audience data.
Frequently asked questions
What is the difference between a person graph and a household graph?
A person graph links devices used by one individual. A household graph groups people and devices that share a home, which is especially useful for CTV.
How many devices does a typical person use?
It varies by market, but most consumers use several screens. A graph exists precisely because those devices do not share a common identifier.
Does a cross-device graph work without cookies?
Yes. Modern graphs rely on hashed emails, mobile advertising IDs, CTV IDs and IP-based signals rather than third-party cookies.
Why does graph freshness matter?
Advertising IDs reset and devices are replaced, so old links quickly go stale. Regular refreshes keep spend on devices that still belong to the intended consumer.