Use Cases for Capturing Media Exposure Data in Adobe Audience Manager

Advertisers with Advertising Cloud DSP only

Advertisers with an Advertising Cloud-Adobe Audience Manager Integration Only

Following are some ways in which you can benefit from capturing your Advertising Cloud DSP media exposure data in Audience Manager.

Recency and Frequency Management

Capturing impression data in Audience Manager allows you to enhance your frequency management by creating segments of users who have been exposed to a particular ad or campaign. You can use these segments for ad targeting if you want to increase frequency, or for ad suppression if you want to limit frequency.

Also, with Audience Manager Segment Builder, you can apply recency and frequency controls to any rule-based traits that contain actionable signals. This allows you, for example, to limit the number of times a user is shown a particular creative within a media campaign. Read “Instant Cross-Device Suppression” to learn how to do this.

Sequential Messaging

By capturing impression data, you can create a segment of users who have been exposed to a campaign or ad and use this segment for sequential messaging or suppression. For example, you can retarget users who saw creative 123 but didn’t click or convert by showing them creative 456.

To execute this example in Audience Manager, you would follow these steps:

  1. Create a trait to capture users who saw the creative.

    For example, to name the trait Creative Trait 123, use the following trait rule:

    d_creative == 123 AND d_event == imp

  2. Create a trait to capture users who click or convert.

    For example, to name this trait Click and Converter, use the following trait rule:

    d_event == click OR d_event=conv

  3. Create a segment called Retarget Users to populate with users who saw creative 123 but didn’t click or convert. Use the following trait rule:

    Creative Trait 123 AND NOT Click and Converter

  4. Map the segment Retarget Users to a destination, and target users in the destination with creative 456.

Adobe Audience Analytics and Campaign Exposure Data

Once campaign impression and click data is available within Audience Manager, you can create traits and segments of users who were exposed to, or interacted with, a particular campaign or tactic. With an Audience Analytics integration, your Audience Manager segments can be synced with Analytics for further analysis. Potential use cases include the following:

  • Interaction analysis between DSP and Advertising Cloud Search ads: The standard Analytics for Advertising Cloud integration doesn’t provide insights into the interaction between DSP and Search because both channels use AMO IDs that follow AMO ID attribution rules, for which a search click overrides a display view-through. By creating a DSP exposure segment in Audience Manager, you can use Audience Analytics to analyze the interaction between DSP and Search ads in Analytics.

  • Frequency analysis: You can create segments in Audience Manager based on how many times a user was exposed to a particular ad or campaign. You can then analyze the different exposure segments in Analytics to see how user behavior changes depending on the number of DSP exposures.

Audience Optimization Reports

You can leverage Audience Manager Audience Optimization Reports to identify potential performance opportunities for segments across your campaigns. These reports combine campaign impression, click, and conversion data with segment metrics to inform segment-centric optimizations and an effective channel mix.

Types of Relevant Audience Optimization Reports

Report Description
Segment Performance Report Compares mapped and unmapped segments by impressions and conversion rates.
[Trend Analysis and Volume Analysis Reports]9https://experienceleague.adobe.com/docs/audience-manager/user-guide/reporting/audience-optimization-reports/audience-optimization-advertisers/trend-analysis-volume-analysis.html) Return data on impressions, click-through rates, and conversions for a broad range of advertising dimensions.
Optimal Frequency Report Helps you discover the optimal balance between the number of served impressions and conversions. It allows you to adjust the number of impressions to display before starting to see diminishing returns.
Unique User Reach Report A bubble chart, in which each bubble is sized in direct proportion to the number of unique users for your selected dimension.

Considerations

  • If Audience Optimization Reports users have role-based access controls (RBAC), then Adobe Customer Care must configure a mapping between the Advertiser ID and the organization’s Audience Manager data source integration code. Administrator users can then provide RBAC rights to different users.

  • Conversion reporting in Audience Optimization Reports requires some setup by the end user. Users must populate metadata files.

  • Audience Optimization Reports doesn’t support changes to campaign metadata (such as campaign name or placement name).

  • Clicks on search ads are included in Audience Optimization Reports only when they’re correlated with impressions. In other words, search clicks are treated as conversions following impressions. As a result, many search clicks may not be included in Audience Optimization Reports.

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