Identity resolution without the nightly batch

This post introduces the concept of continuous identity resolution for AdTech platforms, contrasting it with traditional nightly batch processing. It highlights the engineering challenges and business impacts of inter-rebuild latency, including inaccurate attribution, delayed frequency capping, and GDPR compliance issues. The post proposes an architectural shift to a distributed SQL engine like SingleStore, capable of handling transactional updates and analytical joins, to enable incremental resolution of identity graphs. This allows for real-time updates to the graph, resolving incoming signals within seconds and providing a defensible audit trail for compliance.