Glossary/Audience data/Identity resolution
What is identity resolution in advertising?
How identity resolution matches data to the same person, the methods behind it, and how publishers use it.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readIdentity resolution is matching identifiers and records from different sources, such as devices, logins and subscriptions, to the same person.
How it works
Collect identifiers
Cookies, device IDs, logins and customer numbers.
Match them
Using shared logins or known links between IDs.
Store the result
In an ID graph, one profile per person.
Methods
| Method | Based on | Accuracy |
|---|---|---|
| Deterministic | Exact matches like logins | High |
| Probabilistic | Patterns and likelihood | Lower |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Why publishers need it
Addressability at Stampen Media after moving its reader data into one layer with Samhub.
Frequently asked questions
Identity resolution is the process. The ID graph is where the result is stored.
Yes, with a legal basis and transparency, since it processes personal data.
Logins give the most accurate matches. Without them, matching is weaker.
It raises addressability and makes audiences and reach more accurate.
Related terms
Links one reader’s visits across devices and logins.
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.
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