Introduction
Identity fragmentation poses an increasing threat to the promise of big data in marketing analytics. Although event level records of advertiser and consumer actions have opened the door to a plethora of individual and household level modeling techniques, these fundamentally rely on the ability to integrate data recorded across different domains. Key players across search, display, social networks and browser software are increasingly working to disrupt the ability to record events in a common identity space, leading to an almost total reliance on ID graphs to bring big data into usable analytical structures. For example, a typical advertising campaign...