Profile Merge Rules Options Defined

The profile merge rule options let you control the type of data Audience Manager uses for segmentation. A profile 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-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 Device Targeting
No Cross-Device Profile External Device Graph (includes Co-op Device Graph) All customers Real-time and batch No Expanded Device Targeting
Current Authenticated Profiles No Device Profile All customers Real-time only No Shared Device Targeting
Last Authenticated Profiles Device Profile All customers Real-time and batch Yes Online/Offline Targeting
Last Authenticated Profiles Profile Link Device Graph All customers Real-time and batch Yes Cross-device Targeting
Last Authenticated Profiles External Device Graph (includes Co-op Device Graph) All customers Real-time and batch No Advanced Cross-Device Targeting
All Cross-Device Profiles N/A Exclusive to People-Based Destinations customers Batch only No Targeting for People-Based Destinations

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.

External Merge Policies

Audience segments that were automatically created from other Experience Cloud solutions, based on merge rules defined outside of Audience Manager, are marked as using an External Merge Policy. For example, see Audience Sharing Between Audience Manager and Adobe Experience Platform.

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