Richard, Senior Software Engineer, from Autotrader walks through a worked example: three events from two devices, linked once the user logs in.
Snowplow Identities runs during enrichment in the Snowplow pipeline. It gives each event a Snowplow ID, and when it finds that two IDs belong to the same person, it merges them and sends a merge event.
From the talk "Build or buy: real-time identity resolution at Autotrader", recorded at Big Data London 2026.
Watch the full talk: https://snowplow.io/events/build-or-buy-real-time-identity-resolution-at-autotrader