What's Next for CCPA?
Lotame Ignite Americas Conference View Agenda Register Now

Device Graph

Bridging the Gap Between Screens

Too much digital advertising today is executed in silos. Audiences are built across smartphones, tablets and desktops, and campaigns are served across these devices with no clear understanding of audience overlap, and no way to effectively deliver sequential messaging. It’s one of the biggest challenges facing digital marketers today, but it's tackled head on by Lotame’s Device Graph. Lotame’s Device Graph determines relationships that exist between billions of signals flowing from desktops, smartphones and tablets. Through this device graph technology, different devices can be mapped together, creating significant opportunities for advertisers and publishers to reach consumers when and where they are ready to convert.

Key Benefits

Personalize content to engage with your audiences when and where they are ready


Apply frequency capping across screens to reduce ad spend on unengaged consumers


Interact with your audiences on a more personal level across devices and at every touchpoint

How does Lotame match devices together?

Lotame’s Device Graph technology uses probabilistic and deterministic matching to create true, cross-screen audience segments. Probabilistic matching analyzes billions of PII-free signals flowing from desktop and mobile devices to determine whether any relationships exist. Deterministic matching is used when information is available that directly connects different devices together, such as login data from a publisher’s site and app. Consistent with Lotame’s DMP, no PII is stored or made available through this technology.

What is the difference between deterministic and probabilistic matching?

Lotame's Device Graph uses two methods for cross-device user identification:

Deterministic match: (also called "direct matching") used when there is known information that connects a user to different devices. For example, user login information passed on two different devices.

Probabilistic match: uses statistical analysis to identify different devices used by a user with a degree of certainty. Only those links with high degree of certainty are used to link devices together.

How does Lotame's Device Graph increase campaign performance?

Connecting desktop and mobile devices enables more sophisticated ad delivery, which helps increase campaign effectiveness and drive repeat advertising business. With Device Graphs, desktop audience segments can be targeted across mobile, and mobile audience segments targeted across desktop. The technology enables fluid retargeting across screens, as well as the ability to tell sequential brand stories over time.

How can I use Lotame's Device Graph to customize content?

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.

Can I use Lotame’s Device Graph Technology with my third-party data?

Yes. Savvy digital advertisers have learned how to effectively use third party data segments to drive campaign performance. With Device Graphs, investments in third party data can now be made to work much harder. An advertiser can take third party data segments they’ve acquired, pass them through the Device Graph and target those same audiences across mobile, significantly increasing reach as illustrated in the earlier example.

How can I learn more?

We'd love to show you a demo of Lotame's Device Graph! Contact us at info@lotame.com to set up a time to talk!

Real Results
Case Study
AMP Agency Increases Cross-Device Engagement 250% with Lotame

For a recent pet care campaign, AMP wanted to reach pet owners on their mobile devices when they were near actual brick-and-mortar pet stores. They used the audience data and insights available from Lotame’s DMP, tied it to Lotame’s device graph, and used these cross-screen metrics to send appropriate ads to consumers. The result? A 250% increase in engagement!

What Our Clients Say About Lotame

"It's the people plus the product that make Lotame a winning combination for realizing value from your data. The expertise at Lotame is incredible and they accelerated our knowledge on how we could use the technology to streamline our targeted media execution."
- James Gray, Director of Product, Big Data at Phunware