A device graph is a data map that links all devices used by a single person or household. It helps marketers know which phones, TVs, and laptops belong to the same user. The graph uses data like logins, IP addresses, or behavior patterns. This connection allows brands to deliver seamless, cross-device advertising.
Frequently Asked Questions
1. How is a device graph built?
It uses data from logins, IP addresses, and browsing patterns to connect multiple devices to one user or household.
2. What's the difference between deterministic and probabilistic device graphs?
Deterministic graphs use exact matches like logins. Probabilistic graphs use patterns and AI to guess connections with high confidence.
3. Why are device graphs important in CTV advertising?
They help link a TV to other devices in a home, so advertisers can deliver coordinated messages across screens.
4. Can device graphs help in retargeting?
Yes. If a user sees a product on mobile, device graphs let advertisers retarget them on their TV or desktop.
What’s More?
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