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Namespace priority

Every customer implementation is unique and tailored to meet a particular organization’s goals, and as such, the importance of a given namespace varies from customer to customer. Real-world examples include:

You must make configurations in Identity Service that reflects the importance of your namespaces as this influences how profiles are formed and segmented.

Determine your priorities

Determination of namespace priority is based on the following factors:

Identity graph structure

If your organization’s graph structured is layered, then namespace priority should reflect this so that the correct links are removed in the case of graph collapse.

Semantic meaning of the namespace

An identity represents a real-world object. There are three objects that are represented in the identity graph. In order of importance, they are:

Person namespaces are relatively immutable compared to hardware devices (such as IDFA, GAID), which are relatively immutable compared to web browsers. Basically, you (person) will always be a single entity, who can have multiple hardware devices (phone, laptop, tablet, etc.), and use multiple browsers (Google Chrome, Safari, FireFox, etc.)

Another way to approach this topic is through cardinality. For a given person entity, how many identities will be created? In most cases, a person will have one CRM ID, a handful of hardware device identifiers (IDFA/GAID resets should not happen often), and even more cookies (an individual could conceivably brows on multiple devices, use incognito mode, or reset cookies at any given time). Generally, lower cardinality indicates a namespace with a higher value.

Validate your namespace priority settings

Once you have an idea of how you will prioritize your namespaces, you can use the Graph Simulation tool to test out various graph collapse scenarios and ensure that your priority configurations are returning the expected graph results. For more information, read the guide on using the Graph Simulation tool.

Configure namespace priority

Namespace priority can be configured using Identity Settings. In the Identity Settings interface, you may drag and drop a namespace to determine its relative importance.

Namespace priority usage

Currently, namespace priority influences system behavior of Real-Time Customer Profile. The diagram below illustrates this concept. For more information, read the guide on Adobe Experience Platform and applications architecture diagrams.

Identity Service: Identity optimization algorithm

For relatively complex graph structures, namespace priority plays an important role in ensuring that the correct links are removed when graph collapse scenarios happen. For more information read the identity optimization algorithm overview.

Real-Time Customer Profile: primary identity determination for experience events

Example graph scenario

This section provides an example of how priority configuration can affect your data.

Suppose that the following configurations are established for a given sandbox:

Given the configurations outlined above, user actions and determination of primary identity, will be resolved as such:

Segmentation Service: segment membership metadata storage

For a given merged profile, segment memberships will be stored against the identity with the highest priority namespace.

For example, assume that there are two profiles:

If the John and Jane share a device, then the ECID (web browser) transfers from one person to another. However, this does not influence the segment membership information stored against John and Jane.

If the segment qualification criteria were solely based on anonymous events stored against the ECID, then Jane would qualify for that segment

Implications on other Experience Platform services implications

This section outlines how namespace priority can affect other Experience Platform services.

Advanced data lifecycle management

Data hygiene record delete requests functions in the following manner, for a given identity:

For more information, read the advanced lifecycle management overview.

Computed attributes

Computed attributes does not use namespace priority to compute values. If you are using computed attributes, you must ensure that the CRM ID is designated as your primary identity for WebSDK. This limitation is expected to be resolved in August 2024.

For more information, read the computed attributes UI guide.

Data lake

Data ingestion to data lake will continue to honor the primary identity settings configured on Web SDK and schemas.

Data lake will not determine primary identity based on namespace priority. For example, Adobe Customer Journey Analytics will continue to use values in the identity map even after namespace priority is enabled (such as, adding a dataset to a new connection), because Customer Journey Analytics consumes their data from data lake.

Experience Data Model (XDM) Schemas

Any schema that is not an XDM Experience Event, such as XDM Individual Profiles, will continue to honor any fields that you mark as an identity.

For more information on XDM schemas, read the schemas overview.

Intelligent services

When selecting your data, you will need to specify a namespace, which will be used to determine the events that compute scores and the events that store the computed scores. You are recommended to select the namespace that represents a person.

This configuration results in computing scores only using authenticated events.

For more information on, read the documents on Attribution AI and Customer AI.

Privacy Service

Privacy Service deletion requests function in the following manner, for a given identity:

For more information, read the Privacy service overview.