A database that links devices to households or individuals. The living room smart TV, the bedroom tablet, and the phone in someone's pocket are all the same household. A device graph identifies those connections using deterministic signals (logins) or probabilistic ones (IP address, location patterns, browser behavior). Deterministic is more accurate. Probabilistic has more scale. Most graphs use both.
Ad tech glossary
Device Graph
Technical definition
A mapping of relationships between different devices owned by the same household or user, used for cross-screen targeting and measurement.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
🍿 The microwave popcorn of media
Bragging about agency programmatic capabilities is a flex as strong as bragging about how good you are at microwave popcorn.
