<b>Identity resolution, before you buy a CDP</b>

<b>Identity resolution, before you buy a CDP</b>

Six links on the hardest problem in martech: knowing who's who.

1. <i>Deterministic vs probabilistic matching</i> — the trade-off explained with real false-match rates. Source: Segment engineering blog.
2. <i>Building an identity graph in BigQuery</i> — actual SQL, not a sales deck. Source: GoodData notebook.
3. <i>The cookie's long goodbye</i> — why first-party identity stitching matters more each quarter. Source: AdExchanger.
4. <i>Anonymous-to-known stitching</i> — the thread on backfilling history once a visitor logs in. Source: @seattle_data on X.
5. <i>Identity spaces in Adobe</i> — dense but the canonical reference if you're enterprise. Source: Adobe Experience League.
6. <i>Match rates are vanity</i> — a sharp argument that 95% match means you're over-merging. Source: Snowplow blog.

That's the stack for this week. Forward to a teammate.