Abstract: To create or update a cohort comprising a weighted content category group that reflect usage behavior of a user group, a data packet in transit between a user device and a host through an internet service provider (ISP) core network is intercepted. The data packet is assigned to a category of content and analyzed to obtain a user identifier associated with the data packet. An identity graph of a user associated with the user identifier is updated based on the category of content. The identity graph tracks accesses to different categories of content. The cohort belongs to a set of cohorts configured to be queried to determine a particular cohort corresponding to a particular user identifier for delivering content associated with the particular cohort to a particular user represented by the particular user identifier.

Abstract: A data packet in transit between a user device and a host through an internet service provider (ISP) core network is intercepted. The data packet is assigned to a category of content, and the data packet is analyzed to obtain a user identifier associated with the data packet. The user identifier uniquely identifies a user of the user device. An identity graph of the user is updated based on the category of content. The identity graph tracks accesses to different categories of content. A cohort of different users is created or updated using such identity graphs. The cohort belongs to a set of cohorts that are associated with user identifiers. The set of cohorts is queryable to determine a particular cohort to which a particular user identifier belongs to enable delivery of content associated with the particular cohort to a particular user represented by the particular user identifier.