Define This for Me: Device Graph

A device graph is a map of individuals to all the devices they use, including mobile phones, tablets, computers and smart TVs. A device graph enables advertisers to understand consumer behavior in a more holistic way, with the goal of improving targeting and attribution.    

Gone are the days when a home had one or two TVs and one shared computer. Today, the average U.S. household owns an average of 11 connected devices, including seven with screens to view content, a study from Deloitte found. Suffice to say, consumers are more connected now than ever before, and they aren’t slowing down.   

It’s no surprise advertisers are struggling to keep up with the number of changes, as new platforms continue to emerge at this breakneck pace. To alleviate the challenges caused by a fragmented media landscape, a device graph can help marketers understand which devices belong to which households so they can deliver more relevant advertising messaging.   

Unify a Fragmented TV Landscape 

National advertising campaigns can’t function within silos. Consumers are now watching TV across different screens, devices, platforms, publishers, and operators. Declining cable ratings and accelerating content fragmentation have made it increasingly difficult for advertisers to reach their target audiences. 

A device graph can offer marketers the ability to strategically plan and optimize their TV campaigns. Tools such as a device graph provide advertisers with the cross-channel foundation needed to manage each cog in the TV wheel, efficiently and effectively.  

Think of the TV ecosystem as an orchestra – the conductor is an advertiser, the players are devices, platforms, publishers and operators, and a device graph function as their sheet music. Just as a conductor needs to be able to read and communicate the sheet music for each instrument to best direct their players to play the same song, for an advertiser to effectively engage their audience, they must thoroughly understand each device or platform where their ads are being displayed to optimize campaigns. By leveraging a device graph, advertisers can create a unified picture of their TV plans.    

A technology partner can onboard your data and match it against their known universe of devices in order to create a unique household-level view of your consumer’s devices, services, screens, and viewing habits.  

During the onboarding process, your first-party data is securely ingested, scrubbing any PII, to create unique identifiers for building audience segments. Next, this privacy-compliant data will be used to identify the viewers and devices within your target households. The resulting graph allows you to customize messaging that engages with every potential consumer.  

What’s Next 

A cross-channel approach is one of the best ways marketers can reach viewers where and how they’re consuming media. But marketers don’t just want to reach their audience in a vacuum. It is critical to be able to develop a cohesive plan that takes the screens, devices, platforms, publishers and operators into consideration.  

The most successful brands will be those that can bridge the gap between linear television and advanced TV. In the future, audiences will expect even more flexibility when it comes to where they view TV, so it will be critical to reach audiences in all environments.  

Ready to use a device graph for your upcoming TV campaigns?  

Learn more about Cadent Viewer Graph.