When a person has devices that are not used to interact with your brand, those devices are called unknown devices.
There are several ways or categories by which a device may be considered “unknown” to you. These include:
First-party visits to other Device Co-op members: Visits to other Device Co-op member sites or advertising to a device does not, by itself, make a device known to your brand.
Not tracked ad inventory: Advertising inventory that is available, but not yet served or ingested does not make a device known to your brand.
Consumer opt-out: To respect consumer desire, devices that have been opted-out are not considered known devices.
Unlike known devices, unknown devices are not linked to other devices or associated with individual people.
The Device Graph tries to be inclusive as possible when classifying devices as known compared to unknown. The rules that help determine known/unknown status work in priority order (1 is highest) as shown below:
Rule 1: Is the device opted-out? If yes, then the device is unknown.
Rule 2: Is the device known by any method? If yes, then the device is known.
**Rule 3: ** If the previous do not apply, the device is unknown.