Device Graph

The Short Answer

A device graph links multiple devices (a phone, a laptop, a tablet) back to the same individual or household. It allows a platform to recognize that a visitor on mobile and a visitor on desktop are the same person, which supports cross-device targeting, frequency capping, and more accurate audience counts.

How It Works

A device graph correlates signals, such as shared networks, login events, and probabilistic matching, across multiple devices to determine they belong to the same individual. This lets a platform recognize the same person switching between phone, laptop, and tablet.

Why It Matters

Without a device graph, the same person shows up as three different anonymous visitors across three devices, which inflates audience counts and breaks frequency capping. Device graphs keep cross-device measurement accurate.