External Device Graph Use Cases
Recommendations and use cases for prospecting, retargeting, and personalization for unknown users with an external device graph. An external device graph is defined as a device graph that is separate from Audience Manager. This includes the Adobe Experience Cloud Device Co-op and other integrations Adobe has with third-party deterministic or probabilistic device graph companies.
Consider the Experience Cloud Device Co-op and third-party device graph options for campaigns that:
- Have a low level of authentication across their digital properties. Use the Profile Link Device Graph option if you have a large number of authenticated users.
- Target large audiences. The Experience Cloud Device Co-op and third-party device graphs contain authenticated and un-authenticated data.
- Segment authenticated and/or unauthenticated visitors at the individual and household level.
Expanded Device Targeting
This use case exemplifies how you can expand the size of your addressable audience with accurate cross-device personalization, through the Adobe Co-Op Device Graph or other External Device Graphs.
Let's say Jane owns three devices that she uses regularly to search for holiday package deals: her laptop (Device 1), her smartphone (Device 2), and her tablet (Device 3). While using the laptop, Jane searched for flights, hotels, and guided tours. While using the smartphone and tablet, she only visited the homepage of the travel agency.
By using the No Cross-Device Profile + Adobe Co-op Device Graph rule, the travel agency can merge all three devices profiles, since they are linked to the same owner through the Adobe Co-op Device Graph.
In our example, the traits required to qualify for the segment have all been collected on Device 1. Since Audience Manager qualifies every device profile that took part in the profile merge for a segment, all of Jane's three device profiles are now segmented.
Through this rule, the device graph has expanded the number of device profiles which qualify for the segment from one to three and has enabled the travel agency to deliver a consistent message to all three devices owned by Jane.
Advanced Cross-Device Targeting
This use case shows how you can expand audience targeting for authenticated visitors with devices from an external device graph or from the Adobe Co-Op Device Graph, by using the Last Authenticated Profiles + Adobe Co-Op Device Graph rule.
In the example below, the Acme Inc. company wants to target all households with incomes over $100.000/year, that have Acme Inc. subscribers on Data Plan A, that use an iPhone 7 device.
John uses his iPhone 7 on Data Plan A to authenticate on the Acme Inc. website. At the same time, John's Co-Op Device Graph cluster contains two additional devices that he uses regularly: his laptop (Device 1), and his secondary smartphone, Device 2 (a Samsung S7 on Data Plan B).
By using the Last Authenticated Profiles + Adobe Co-Op Device Graph , Acme Inc. is able to deliver personalized messages to all three devices from John's device graph cluster, even though only one of them initially qualifies for the segment.