Activate Authenticated Segments from Universal ID partners

Last update: 2024-02-29
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To activate authenticated audiences through a universal ID solution within Advertising DSP, your segments must be translated into RampIDs, which are recognizable in a biddable environment. You can accomplish this by either:

  • Leveraging the DSP integration with the Adobe Real-Time Customer Data Platform (CDP) and the Adobe-LiveRamp Retrieval API.

  • Manually sending authenticated segments to DSP from the LiveRamp Connect dashboard.

Tasks

  1. For either option, contact adcloud-support@adobe.com to enable the following settings in DSP, which will allow you to target authenticated segments in DSP campaigns once all steps in the activation workflow are completed:

    • LiveRamp RampID campaign configuration before segment sharing from Real-Time CDP

    • The account-level “LiveRamp segments” option

  2. (Users manually sharing authenticated segments from LiveRamp) Complete the following steps in the LiveRamp Connect dashboard:

    1. Activate the destination tile AAC API 1P Onboarding.

    2. Set Identifier Settings to Ramp ID only.

      Identifier settings

    3. (Optional) If you want to still receive cookie-based identifiers, create a second AAC API 1P Onboarding destination tile with “Cookies,” "IDFA,” and “AAID” selected.

Best Practices for Testing and Data Validation

  • Target RampID-based segments and cookie-based segments in separate campaigns.

    • Campaign settings allow for only one identifier to be prioritized.

    • Currently, RampIDs aren’t retrievable during on-site events. This means that certain custom goals, such as Lowest CPA and ROAS, aren’t available with the use of authenticated segments. Use cookie-based segments only if you have a restrictive performance KPI.

  • Create one placement in both the RampID and cookie-based campaigns.

    • Target the segments that are shared from LiveRamp using the standard segment activation process.

    • Work with your Adobe Advertising support team to validate proper data distribution.

To learn more about the DSP integration with LiveRamp, contact adcloud-support@adobe.com.

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