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Profile Merge Rules Options Defined

The merge rule options let you control the type of data Audience Manager uses for segmentation. A merge rule can include device profiles mapped by the Profile Link device graph, the Adobe Experience Cloud Device Co-op, and/or other, third-party device graph providers who are integrated with Audience Manager. You can create a maximum of 4 Profile Merge Rules. The fourth Profile Merge Rule is available exclusively to customers who purchased the People-Based Destinations add-on.
You build a Profile Merge Rule by making a selection from the options described below, in Profile Merge Rule Setup.

Profile Merge Rule Options Overview

Profile Merge Rules allow for a number of rule combinations, each geared towards specific use cases. See the table below for details on when to use each rule combination.
Cross-Device Option
Device Option
Availability
Evaluation Type
Audience Lab Support
Use Cases
No Cross-Device Profile
Device Profile
All customers
Real-time and batch
Yes
No Cross-Device Profile
External Device Graph (includes Co-op Device Graph)
All customers
Real-time and batch
No
Current Authenticated Profiles
No Device Profile
All customers
Real-time only
No
Last Authenticated Profiles
Device Profile
All customers
Real-time and batch
Yes
Last Authenticated Profiles
Profile Link Device Graph
North America and Canada only
Real-time and batch
Yes
Last Authenticated Profiles
External Device Graph (includes Co-op Device Graph)
All customers
Real-time and batch
No
All Cross-Device Profiles
N/A
Exclusive to People-Based Destinations customers
Batch only
No

Profile Merge Rule Segment Evaluation

Depending on your Profile Merge Rules configuration, Audience Manager can perform the segment evaluation in real-time, in batch, or both.
  • Real-time segment evaluation requires the DCS to see visitors access your digital properties in real-time, to qualify for the segment.
  • Batch segment evaluation is performed against previously qualified traits.
  • Profile Merge Rules that support both real-time and batch segment evaluation combine the real-time visitor activity with previously qualified traits.

Profile Merge Rules Reporting Latency

Real-time segment evaluation reflects immediately in the Profile Merge Rules reports.
Batch segment evaluation can take up to 24 hours to reflect in the Profile Merge Rules reports .

Cross-Device Options

The Cross-Device Options let you select authenticated and unauthenticated users and leverage their cross-device profile for segmentation. These options help you identify and reach specific users on a shared device. For more information on anonymous and authenticated users, see Visitor Authentication States in Audience Manager .
Cross-Device Option Description
No Cross-Device Profile
Tells Audience Manager not to use data collected from authenticated users.
Current Authenticated Profiles
Tells Audience Manager to read and write data to the authenticated profile if a visitor has logged in to your site.
Last Authenticated Profiles
Tells Audience Manager to read data from the authenticated profile of the user who last logged in on the device.
When selected, Audience Manager will not write new trait data to the authenticated profile if the user is anonymous. Upon authentication, new trait data gets written to the user's authenticated profile.
All Cross-Device Profiles
Tells Audience Manager to read data from all cross-device profiles, regardless of the authentication state. This option is only available for Audience Manager customers who have purchased the People-Based Destinations add-on.

Cross-Device Profile Options

The Cross-Device Profile Options lists your cross-device data sources. These options use the names you provided when you created a cross-device data source (see Create a Cross-Device Data Source ). You can select up to 3 cross-device data sources to use with each profile rule. The Authenticated Profile Options are available when you choose Current Authenticated Profiles or Last Authenticated Profiles .

Device Options

The Device Options let you select the type of device profile used by a Profile Merge Rule. A device profile is built from traits collected from anonymous browsing activity. At a minimum, a profile merge rule includes an authenticated option and a device option.
Device Option Description
No Device Profile
Tells Audience Manager not to use the traits contained in the anonymous profile for segmentation.
Device Profile
Tells Audience Manager to use the anonymous device profile for segmentation.
Profile Link Device Graph
Tells Audience Manager to read the profiles from the current device and up to 100 other devices that the user has authenticated from. This device graph is built on your own, first-party data in Audience Manager . It is ideal for customers who have a high level of authentication across their digital properties. The Profile Link device graph is updated in real time. This option is available when you select Current Authenticated Profile or Last Authenticated Profile . When using this option, you can only choose a single authenticated profile ( Audience Manager automatically grays out the others). See also, Profile Link Device Graph Use Cases .
Co-op Device Graph
Tells Audience Manager to read the profiles from the current device and up to 100 other devices using the links provided by the Experience Cloud Device Co-op .
The Device Co-op is a digital cooperative where participating customers share device link information. The Device Co-op processes this data in a device graph . A device graph links devices together form device clusters. These links are built from probabilistic and deterministic data . The clusters represent a group of devices used by an unknown person. The Device Co-op shares these clusters among its members, which helps them deliver valuable and consistent cross-device experiences to their customers.
For more information about the Device Co-op , see the:
Third-Party Device Graph Options (Person and Household)
These options let you build merge rules based on device graph technology provided by a third-party vendor. A third-party device graph provides:
  • Probabilistic and/or deterministic data.
  • Data at the person or household level.
To use these options, you must be a customer of a device graph provides who is already integrated with Audience Manager . Contact your account manager for more information or to get started.