External Device Graph Use Cases

Last update: 2022-08-31

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 integrations Adobe has with third-party deterministic or probabilistic device graph companies.


Consider 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. Third-party device graphs contain authenticated and un-authenticated data.
  • Segment authenticated and/or unauthenticated visitors at the individual and household level.

Advanced Cross-Device Targeting

This use case shows how you can expand audience targeting for authenticated visitors with devices from an external device graph, by using the Last Authenticated Profiles + Profile Link 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 Profile Link 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 + Profile Link 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.


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