In Audience Manager, a destination is any third-party system (ad server, DSP, ad network, etc.) that you want to share data with. Destination Builder is the tool you used to create and manage cookie, URL, or server-to-server destinations.
Destinations and Destination Builder let you create destinations and send information about segmented users to your data partner. This helps you:
Data delivery depends on how your data partner wants to, or can, receive destination information. Technical or engineering constraints may prevent a destination from receiving data via URL, cookie, or server-to-server processes. Work with your third-party partner to determine which method they can use.
Business decisions for selecting one delivery method over another depend on the technical capabilities of your destination partner and what you want to do with qualified user information. For example, technical constraints can limit your options if a destination cannot receive data by a particular delivery method. However, if there are no technical issues, you can send information based on how you want to take action on that data. For example:
The examples in the following table can help you understand when to use a particular destination and the differences between each type.
|Destination Type||Typically Used When||Example||Considerations|
|Adobe Experience Cloud Destinations||You need to send data to other Adobe Experience Cloud solutions.||Sending data to Adobe Analytics.|
|People-Based Destinations||You need to send audience segments to people-based environments, such as Facebook.||Delivering personalized offers to existing customers, based on their purchasing history||Audience targeting is done through hashed identifiers. See People-Based Destinations.|
|Device-Based Destinations (Server-to-server)||
||Collecting data over time (hours or days) to use it in a campaign set to run at a later date.||
|Custom Destinations (URL or Cookie)||You need to transfer data immediately so a destination can take action on a qualified user right away.||Sending data from a ticket purchasing site. Use a URL or cookie destination to qualify user and immediately re-target.||