Profile Merge Rule Options Defined

The merge rule options let you control the type of data Audience Manager uses for segmentation. A 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 3 Profile Merge Rules.

You build a Profile Merge Rule by making a selection from these options:

Authenticated Options

The Authenticated Options let you select un-authenticated and authenticated 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.

Authenticated Option Description

No Authenticated Profile

Tells Audience Manager not to use data collected from authenticated users.

Current Authenticated Profile

Tells Audience Manager to read and write data to the authenticated profile if a visitor has logged in to your site.

Last Authenticated Profile

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.

Authenticated Profile Options

The Authenticated 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 Profile or Last Authenticated Profile.

Device Options

The Device Options let you select the type of device profile used by a Profile Merge Rule. A device profile is composed of traits collected by users as they anonymously browse the web. 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.

Current 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 the last 3 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 merge device profiles 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.

See also External Device Graph Use Cases and Audience Manager and External Device Graphs (PDF download).