Device Graphs can be integrated with content management systems to customize content. A sports publisher, for example, could see that a particular group of users only consumes content on football and never on other sports. By matching these audiences to desktop devices through the Device Graph, the publisher could then prioritize football content when those users access the desktop site. Customizing content in this way can help increase time on site and drive more return visits.
Just as publishers can leverage Device Graphs to underpin custom content experiences, advertisers can use the technology to drive custom creative experiences. If users engage with video ads in the desktop environment, for example, then those same users can be targeted with more video enabled ad creatives when they are seen across linked mobile devices.