Profile Merge Rules and Device Un-Segmentation Processes

Unsegmentation describes processes that disqualify and remove device profiles from segments. Your ability to remove a device profile from a segment depends on the device option used to create a Profile Merge Rule. Rules that use the Current Device Profile can remove device profiles from a segment. Rules that use a device graph option require specialized segment logic. And, when using a device graph option, the unsegmentation process takes place in the destination that you're sending data to rather than in Audience Manager.

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Available Device Options

As a reminder, the Device Options are available in the Profile Merge Rules Setup section when you create or edit a Profile Merge Rule.

Current Device Profile Option and Device Unsegmentation

Audience Manager can remove a device profile from a segment when your Profile Merge Rule uses the Current Device Profile option. Under these conditions, unsegmentation happens when:

  • The device profile has been inactive for 120-days. A weekly data cleanup process removes inactive device profiles from your segments.
  • The device no longer qualifies for a segment because updates or changes to the device profile disqualify it. This happens when segment qualification criteria change, or you apply an AND NOT operator to a segment rule, or specify recency and frequency conditions that use the less than/equal to settings.

Device Graph Options and Device Unsegmentation

Currently, Audience Manager cannot remove a device profile from a segment when your Profile Merge Rule uses a device graph option. This applies to rules created with these Device Options settings:

  • Profile Link Device Graph.
  • The Adobe device graph.
  • Other third-party device graph options available that are available to you.

Unlike the previous case above, using the AND NOT operator or less than/equal to settings won't remove all of the devices from a segment profile. However, you can unsegment device profiles if you create simple segment rules and apply unsegment logic in the destination that receives your data. The following sections walks you through different unsegmentation use cases.

Unsegmentation Workaround: AND NOT Use Case

This workaround shows you how to unsegment with Boolean AND NOT logic when your Profile Merge Rule uses a device graph option. This procedure uses separate, simple segments mapped to the same destination. In this case, you apply AND NOT logic on the destination rather than creating rules in Segment Builder. To set up unsegment rules for this use case:

  1. Create separate, single-trait segments as shown in the following example.

  2. Map the segments to the same destination. In this case, we're sending these to Media Optimizer.
  3. Set AND NOT logic on the destination (Media Optimizer) rather than in Audience Manager.

If you're not using Media Optimizer, apply AND NOT logic on whatever destination receives these segments.

Unsegment Workaround: Less Than or Equal To Use Case

This workaround shows you how to unsegment with the < = (less than/equal to) recency and frequency settings when your Profile Merge Rule uses a device graph option. To set up unsegment rules for this use case:

  1. Create a segment that contains a single trait and apply a > = (greater than/equal to) recency and frequency rule to the trait.

  2. Map the segment to a destination. In this case, we're sending the segment to Media Optimizer.
  3. Set NOT logic on the destination (Media Optimizer) rather than in Audience Manager. Use NOT logic to exclude all devices that qualify for this segment from your campaign.

If you're not using Media Optimizer, apply NOT logic on whatever destination receives these segments.