Intelligent cohorts for network content delivery

A non-transitory machine-readable medium comprising instructions that, when executed by a processor, cause the processor to:

• intercept a data packet in transit between a user device and a host through an internet service provider (ISP) core network;
• assign the data packet to a category of content;
• analyze the data packet to obtain a user identifier associated with the data packet, wherein the user identifier uniquely identifies a user of the user device;
• update an identity graph of the user based on the category of content, wherein the identity graph tracks accesses to different categories of content by the user device;
• and
• create or update a cohort of different users using identity graphs of the different users, wherein the cohort comprises a grouping of categories of content with percentage weights assigned to the categories that reflect a general group of users based on usage behavior and belongs to a set of cohorts that are associated with user identifiers, the set of cohorts being configured to be queried using a particular user identifier to return a particular cohort corresponding to the particular user identifier,
• wherein the set of cohorts enables determining the particular cohort to which the particular user identifier belongs to enable delivery of content associated with the particular cohort to a particular user represented by the particular user identifier.