The 15-minute buffer period applies to identity graph updates specifically. So depending on whether/how the new dataset row affects the customer's graph there are a few potential scenarios:
- Existing profiles
- If ALL identity values in the row (primary & secondary) are already known values in an existing profile's identity graph, that profile will immediately be updated with the data contained in that row (deltas for record-based updates are merged into the profile's attributes, and new events are added as immutable records to the profile's behavior history)
- If at least one identity is known but another is unknown, the relevant profile's data will still be immediately update, but only under the known identity at first. The net-new identity will not be reflected in the identity graph until after the 15-minute buffer period, and attempting to look up the profile by the new identity value will turn up no results until the graph update is complete.
- New profiles
- If all identities are unknown, the profile will not appear in the UI until after the 15-minute buffer period and the prerequisite identity graph is created.
UPSERT is not required to update existing profiles. If a new dataset record contains a known identity, Platform treats that data as an update for the existing profile and resolves any deltas.
