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

Dr. Abraham Greenstein

Sr. Director, Data Science, AT&T