Samba TV delivers identity graph results in the form of mapping tables, available at two levels of resolution:
- Household IDs (HHIDs) – the foundation of the graph, grouping all identifiers that belong to the same household.
- Person IDs (SPUDs) – an additional layer of resolution, clustering identifiers at the individual level within households.
You may choose to receive:
- Household graphs only
- Person graphs only
Household Graph Export Format
Household graphs link identifiers at the household level. This includes:
- User IDs tied to individual devices, and
- Shared devices (e.g., TVs, game consoles) that cannot be attributed to a single person.
Household-only format example
Household ID User IDs
e5b06fdc 34302050,93436308,15420117,34599960,84838884,12223444,25934732
Vertical format is also supported, where each User ID is listed on its own line with the corresponding Household ID.
Person ID Graph Export Format
Person graphs represent individuals within households. Each Person ID (SPUD) ties together all identifiers that belong to the same person, across devices and over time.
Horizontal Format Example
Person ID User IDs
bc00966f-e5a6-410c-97aa-93dfab936a6a 34302050,93436308,15420117
e5b06fdc-0f2c-447b-9f36-801c48f25517 53410606,59794190
Vertical Format Example
Person ID User ID
bc00966f-e5a6-410c-97aa-93dfab936a6a 34302050
bc00966f-e5a6-410c-97aa-93dfab936a6a 93436308
bc00966f-e5a6-410c-97aa-93dfab936a6a 15420117
Combined Graph Export Format
Results can be delivered:
- Combined: One graph containing both Household and Person IDs, linking shared and individual devices.
- Separate: Two files, one for Household IDs and one for Person IDs.
Both horizontal and vertical structures are supported for either option.
Horizontal Format Example
Household ID Person ID User IDs
e5b06fdc 0f2c-447b 34302050,93436308,15420117
e5b06fdc e5a6-410c 34599960,84838884,12223444
e5b06fdc 0 25934732
Incremental (Daily) Updates
As Samba TV processes your data daily, you can request incremental exports — sending only the changes compared to the previous day’s mapping table.
The default delivery format is horizontal, Tab-Separated (TSV), GZip-compressed.
Result data is available in two types of mapping tables: horizontal and vertical. They contain the same data, but the structure is different. You can indicate which format you prefer.
The mapping tables use Match IDs (shown below in GUID format). These are IDs that tie together clusters of User IDs that belong to the same person. Read more about MatchIDs here.
Optionally, mapping table may also include Household IDs. These are clusters of User IDs that belong to the same household. For more on Household IDs and how they are implemented in the result data please go here
The default content format is "horizontal", and the file delivery format is Tab Separated GZip.
Match ID Graph Extract Format
- Horizontal: Each line starts with a Match ID followed by its related User IDs.
- Vertical: Each line starts with a MatchID followed by one of its related User IDs
bc00966f-e5a6-410c-97aa-93dfab936a6a 34302050,93436308,15420117
e5b06fdc-0f2c-447b-9f36-801c48f25517 53410606,59794190
bc00966f-e5a6-410c-97aa-93dfab936a6a 34302050
bc00966f-e5a6-410c-97aa-93dfab936a6a 93436308
bc00966f-e5a6-410c-97aa-93dfab936a6a 15420117
e5b06fdc-0f2c-447b-9f36-801c48f25517 53410606
e5b06fdc-0f2c-447b-9f36-801c48f25517 59794190
Separation characters can be customized on request. User IDs may be separated by comma even if the file format uses tab separation.
Filtering and Prefixing IDs
If your source data includes multiple types of User IDs (e.g., cookies and MAIDs), you can choose to include all types or filter to specific types in the result data.
IDs can also be prefixed with their type:
bc00966f-e5a6-410c-97aa-93dfab936a6a cookie:34302050,cookie:93436308,ifa:15420117
e5b06fdc-0f2c-447b-9f36-801c48f25517 cookie:53410606,ifa:59794190
Optionally, the device type (e.g., PC, mobile, tablet, TV) can also be included as a prefix.
Graph Expiry Configuration
Once graphed, Samba TV keeps identifiers in your graph for as long as they are active, plus a configurable retention period after their last activity:
- Persistent identifiers: 60 days (default)
- Non-persistent identifiers: 30 days (default)
Expired IDs can be delivered daily to help you maintain your graph.