--- title: Identity resolution without the nightly batch | daily.dev description: Nightly batch rebuilds of identity graphs in advertising platforms introduce hours of latency that silently corrupt attribution, frequency capping, and consent... canonical: https://daily.dev/posts/identity-resolution-without-the-nightly-batch-zkcnwmjds twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: Identity resolution without the nightly batch | daily.dev og:description: Nightly batch rebuilds of identity graphs in advertising platforms introduce hours of latency that silently corrupt attribution, frequency capping, and consent... og:url: https://daily.dev/posts/identity-resolution-without-the-nightly-batch-zkcnwmjds og:image: https://api.daily.dev/og/posts/zkCnWMJdS.png og:image:alt: Identity resolution without the nightly batch og:image:width: 1200 og:image:height: 630 og:locale: en --- [SingleStore](https://daily.dev/sources/singlestore) [Read post](https://api.daily.dev/r/zkCnWMJdS) # [Identity resolution without the nightly batch](https://api.daily.dev/r/zkCnWMJdS "Go to post") Nightly batch rebuilds of identity graphs in advertising platforms introduce hours of latency that silently corrupt attribution, frequency capping, and consent propagation. When a household's devices are only linked during a 2 AM rebuild, same-day conversions get misattributed, users receive duplicate ads across devices, and GDPR opt-outs remain active for up to 17 hours — all documented in the platform's own audit logs. The standard match-rate metric is circular and masks this staleness. As probabilistic edges grow and graphs scale to billions of nodes, batch windows stretch past business hours, compounding the problem. The proposed alternative is continuous, incremental resolution using data sharding in a distributed SQL engine, where incoming signals update only the relevant shard rather than recomputing the entire graph. This reduces edge resolution to seconds, enabling real-time attribution and near-instant consent propagation while keeping the lakehouse for offline analytical workloads. [#singlestore](/tags/singlestore "Check all #singlestore posts") Aug 03•6m read time•From [singlestore.com](https://api.daily.dev/r/zkCnWMJdS "singlestore.com") [](https://api.daily.dev/r/zkCnWMJdS "Go to post") Table of contents [The circularity of match rates](https://api.daily.dev/r/zkCnWMJdS?a=the-circularity-of-match-rates "The circularity of match rates")[Why does the batch window keep growing?](https://api.daily.dev/r/zkCnWMJdS?a=why-does-the-batch-window-keep-growing "Why does the batch window keep growing?")[What does continuous resolution change?](https://api.daily.dev/r/zkCnWMJdS?a=what-does-continuous-resolution-change "What does continuous resolution change?")[The obsolescence of the nightly schedule](https://api.daily.dev/r/zkCnWMJdS?a=the-obsolescence-of-the-nightly-schedule "The obsolescence of the nightly schedule") 2.3K Impressions1 Upvote Comment Bookmark Copy Share your thoughtsPost [](https://daily.dev/sources/singlestore) [SingleStore](https://daily.dev/sources/singlestore "https://daily.dev/sources/singlestore") SingleStore Blog offers insights, tutorials, and updates on SingleStore, a distributed SQL database ... Read more 54 Followers • 866 Upvotes #### Would you recommend this post? Copy link WhatsApp Facebook X New Squad Copy linkShare with your friends 1 ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"Identity resolution without the nightly batch","url":"https://daily.dev/posts/identity-resolution-without-the-nightly-batch-zkcnwmjds","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/identity-resolution-without-the-nightly-batch-zkcnwmjds"},"datePublished":"2026-08-03T14:07:39.452Z","dateModified":"2026-08-03T16:18:16.637Z","description":"Nightly batch rebuilds of identity graphs in advertising platforms introduce hours of latency that silently corrupt attribution, frequency capping, and consent...","image":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/feb5ba8eff1af56b5af628e2d0e51c80?_a=AQAEuop","thumbnailUrl":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/feb5ba8eff1af56b5af628e2d0e51c80?_a=AQAEuop","isAccessibleForFree":true,"articleSection":"SingleStore","inLanguage":"en","publisher":{"@type":"Organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180}},"author":{"@type":"Organization","name":"SingleStore","logo":"https://media.daily.dev/image/upload/t_logo,f_auto/v1/logos/e2118b72d715435c84d6060bbe11d275","url":"https://daily.dev/sources/singlestore"},"commentCount":0,"discussionUrl":"https://daily.dev/posts/identity-resolution-without-the-nightly-batch-zkcnwmjds","interactionStatistic":[{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":1},{"@type":"InteractionCounter","interactionType":{"@type":"CommentAction"},"userInteractionCount":0}],"keywords":"singlestore","timeRequired":"PT6M"} {"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://daily.dev"},{"@type":"ListItem","position":2,"name":"SingleStore","item":"https://daily.dev/sources/singlestore"},{"@type":"ListItem","position":3,"name":"Identity resolution without the nightly batch"}]} ```