A Device Graph can also be understood as “identity management”.
To create a device graph, probabilistic and deterministic data are collected and analyzed to build a map. There, all devices that belong together and are connected to a certain user will be linked. Such data are e.g. IP addresses, hashed logon information, and other metadata.
Device graphs are a big help for advertisers because they can reach people instead of devices. They can collect even more information about their users, like what time of a day a person is viewing an ad on which device. It gives more information about people using their mobile devices.
This way, mobile marketers can determine the value of mobile advertisements a lot better because they can better understand the user identity and his or her behavior. With device graphs, mobile advertisers can spend budget more targeted for their purposes and give their audience a consistent experience.