Customer-data-platform vendors love to demonstrate identity resolution. Three records, two attributes, perfect match. At scale — millions of identities, dozens of source systems, evolving consent — the picture changes dramatically.
Probabilistic matching for the long tail; deterministic confirmation for high-confidence claims. Many CDP rollouts use one or the other; the production pattern uses both, sequenced.
Don’t encode identity resolution rules in code. Encode them as data your governance team can review and audit. The graph itself becomes auditable.
Resolution that ignores consent is illegal under GDPR + CCPA. Production patterns enforce consent at every join — not as a post-process filter.
Identity resolution at scale is hard. The vendors will sell you on the slides. The patterns above are what make it survive production.
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