Case Study: Xandr builds a massive identity graph for targeted advertising with TigerGraph

Xandr builds a 5 billion-vertex identity graph with TigerGraph

Xandr, the advertising and analytics division of AT&T's WarnerMedia, faced the challenge of creating a unified digital advertising platform from over 15 different WarnerMedia properties. They needed to disambiguate data from millions of consumers across these brands and combine it into a single platform that could deliver personalized commercials. To solve this, they used the TigerGraph platform.

TigerGraph enabled Xandr to merge data from silos and build a massive identity graph, the largest of its kind in the advertising industry. The solution, implemented on a ten-node TigerGraph cluster, processes a graph with over five billion vertices and seven billion edges. This allows Xandr to provide targeted advertising, resulting in increased revenues by attracting more companies to its platform.

Xandr