Use Cases for Capturing Media Exposure Data in Adobe Audience Manager
Advertisers with Advertising DSP only
Advertisers with an Adobe Advertising-Adobe Audience Manager Integration Only
Following are some ways in which you can benefit from capturing your Advertising 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:
-
Create a trait to capture users who saw the creative.
For example, to name the trait
Creative Trait 123, use the following trait rule:code language-none d_creative == 123 AND d_event == imp -
Create a trait to capture users who click or convert.
For example, to name this trait
Click and Converter, use the following trait rule:code language-none d_event == click OR d_event=conv -
Create a segment called
Retarget Usersto populate with users who saw creative123but didn’t click or convert. Use the following trait rule:code language-none Creative Trait 123 AND NOT Click and Converter -
Map the segment
Retarget Usersto a destination, and target users in the destination with creative456.
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 Search, Social, & Commerce ads: The standard Analytics for Advertising integration doesn’t provide insights into the interaction between DSP and Search, Social, & Commerce 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, Social, & Commerce 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
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.