Tapad built a Device Graph to connect devices within households for advertising targeting across devices. They initially scored edges using segment data from data providers, which assigned devices to categories. However, segment data proved unreliable due to biases and noise. Tapad then opted to use their own browsing data to score edges, which showed URLs visited by each device. This performed much better with fewer biases, demonstrating that less processed raw data can outperform abundant but biased data.