Glossary/Audience data/ID graph
What is an ID graph and how does it work?
How an ID graph links a reader’s devices and logins, the difference between deterministic and probabilistic matching, and why it matters for publishers.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAn ID graph is a map that links the different identifiers one person uses, such as cookies, device IDs and logins, so their visits can be recognized as the same reader.
How an ID graph works
Collect identifiers
Cookies, device IDs and logins seen on your sites and apps.
Find matches
A login on two devices links them to one reader.
Build one profile
Visits across brands and devices add up to one reader.
Deterministic vs probabilistic matching
| Deterministic | Probabilistic | |
|---|---|---|
| Based on | Logins and known IDs | Patterns and likelihood |
| Accuracy | High | Lower |
| Scale | Limited to known readers | Wider |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Why publishers need one
Without an ID graph, one reader looks like several strangers. Linking them raises addressability, makes audiences more accurate and lets you report reach in people.
Addressability at Stampen Media after moving its reader data into one layer with Samhub.
Frequently asked questions
Yes, when it links identifiers to a person. It must follow GDPR.
An ID graph links your own identifiers. A universal ID is shared across companies.
Logins make it accurate. Without them, matching relies on weaker signals.
It raises addressability and makes reach and frequency more accurate.
Related terms
A shared identifier that can replace third-party cookies.
The share of your audience you can recognize and target.
Readers who are signed in to your site or app.
Data you collect directly from your own readers.
Matching records to the same person.
One EU-based platform to collect, unify and enrich your first-party data, installed with one script.
- A walkthrough with your own data
- Built for publishers and media houses
- 30 minutes, no commitment
Turn your audience data into more revenue
Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
