If you have on boarded visitor data into Audience Manager and find some trait populations in this data source are larger than the number of records you have onboarded into the data source, the cause is likely to be due to using Profile Merge rules with this data source.

Profile Merge rules can associate multiple device UUIDs to one authenticated visitor profile, which is tied to your visitor's Customer ID/CRM ID in the onboarded data file. For this reason, each authenticated profile that qualifies for the onboarded trait will have it's own known device profiles qualified for the trait as well. This is so that when a user authenticates their self into your system, Audience Manager can target the device the authenticated user is currently using.

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