Device Graphs
What are device graphs and how are they used
A device graph is a data structure that maps different devices and digital identifiers to a single user or household. It helps marketers understand and connect the dots between various devices used by an individual or a group of individuals, enabling cross-device targeting and personalization.
Here's how device graphs work:
- Data collection: Device graphs are built using a combination of deterministic and probabilistic data. Deterministic data is collected from user logins, registrations, or app installations, whereas probabilistic data is derived from device attributes like IP addresses, user agents, or browsing behavior.
- Device mapping: The collected data is processed to create connections between different devices and digital identifiers, such as mobile device IDs, cookies, or email addresses. Advanced algorithms and machine learning techniques are used to identify patterns and make these connections.
- User or household identification: By analyzing the connections, the device graph can identify unique users or households. This allows marketers to understand the relationship between multiple devices and how they're used by a single user or household.
- Cross-device targeting: With a better understanding of users and their devices, the device graph enables marketers to deliver a consistent and personalized experience across multiple devices. This helps improve ad targeting, frequency capping, and retargeting efforts.
- Attribution and measurement: Device graphs also play a crucial role in attribution and measurement, as they provide a more accurate picture of a user's journey across devices. This helps marketers assess the effectiveness of their campaigns and optimize their strategies accordingly.
In summary, device graphs enable digital marketing managers to connect user interactions across multiple devices, enhancing targeting, personalization, and measurement efforts. By leveraging device graphs, you can create more effective and efficient multi-device marketing campaigns to drive better results.
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