
Identity resolution without the nightly batch
8/3/2026
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.














