Workflow B - Personalization Based on Offline-Only Data

Last update: 2021-06-15

This article contains product documentation meant to guide you through the setup and usage of this feature. Nothing contained herein is legal advice. Please consult your own legal counsel for legal guidance.

This page includes step-by-step guidance on how to build audience segments from offline-only customer data, and send them to People-Based Destinations.

Step 1 - Onboard Offline Traits

The first step creating audience segments in this scenario is to bring your offline customer data into Audience Manager.


Before continuing, make sure that the customer activity that you are about to onboard is already defined in Audience Manager with corresponding onboarded traits.

Regardless of whether your existing Audience Manager customer IDs (DPUUIDs) are hashed emails or not, you must perform the trait onboarding against the data source that contains your DPUUIDs.


You want to qualify the customer IDs from the table below for the corresponding onboarded trait IDs. Let’s consider that your DPUUIDs are stored in a data source with the ID 999999, and your Audience Manager data source ID is 123.

Customer ID (DPUUID) Onboarded Trait ID
68079982765673198504052656074456196039 12345, 23456
67412682083411995725538770443620307584 45678
89159024796760343733111707646026765593 11223, 93342, 27341

To qualify the customer IDs in the example above for the corresponding onboarded traits, you must upload an inbound data file with the following contents:


The file name would look like this: ftp_dpm_999999_123_TIMESTAMP.sync.gz.
See Amazon S3 Name and File Size Requirements for Inbound Data Files for detailed information on the file name structure.

Step 2 - Configure Data Source Settings

Depending on whether your DPUUIDs are lowercase, hashed email addresses, you might need to configure the data source that will store the hashed email addresses.


Scenario 1: your DPUUIDs are already lowercase, hashed email addresses.

In this case, you need to need to label the corresponding data source as such:

  1. Go to Audience Data -> Data Sources.
  2. Find the data source that contains your DPUUIDs, and click it.
  3. Make sure the option Cannot be tied to personally identifiable information is unchecked.
  4. Save the data source settings.


Scenario 2: your DPUUIDs are not lowercase, hashed email addresses.

In this case, you need to create a new cross-device data source that will store your hashed email addresses. Here’s how to do this:

  1. Log in to your Audience Manager account and go to Audience Data -> Data Sources, and click Add New.

  2. Enter a Name and Description for your new data source.

  3. In the ID Type drop-down menu, select Cross Device.

  4. In the Data Source Settings section, select both the Inbound and Outbound options, and enable the Share associated cross-device IDs in people-based destinations option.

  5. Use the drop-down menu to select the Emails(SHA256, lowercased) label for this data source.


    This option only labels the data source as containing data hashed with that specific algorithm. Audience Manager does not hash the data at this step. Make sure the email addresses that you plan on storing in this data source are already hashed with the SHA256 algorithm. Otherwise, you won’t be able to use it for People-Based Destinations.



    See Data Onboarding for frequently asked questions about how you should bring your offline data into Audience Manager for People-Based Destinations.

Watch the video below for a video tutorial of how to create a data source for People-Based Destinations.

Step 3 - Match DPUUIDs to Hashed Email Addresses via File-Based ID Synchronization


This step only applies to Scenario 2 described above. If your existing DPUUIDs are already hashed email addresses, skip to Step 4 - Create a Profile Merge Rule for Segmentation.

Let’s say you want to match your existing DPUUIDs from the example at Step 1 to the hashed email addresses from the table below (right column), and store the hashed email addresses in the new data source that you created at Step 2 - Configure Data Source Settings.

As a reminder, you would now have two data sources:

Data source ID Data source contents
999999 Existing DPUUIDs (CRM IDs)
987654 Hashed email addresses
DPUUIDs (CRM IDs) Email address Hashed email address
68079982765673198504052656074456196039 55e79200c1635b37ad31a378c39feb12f120f116625093a19bc32fff15041149
67412682083411995725538770443620307584 16d72e3edbeb089b299e0d12fc09522fdc5ece2d11dcb1304ecdd6fab4f7193a
89159024796760343733111707646026765593 feec5debcea411f54462a345a0d90c9975415d2d4862745ff8af00c49b6b4ae6


In our example, your ID synchronization file would have the following contents:



The ID synchronization file must follow this naming structure:



In the example above, the file name would look like this:

Download example file here.

Once you’ve created your ID synchronization file, you need to upload it to an Amazon S3 bucket. To learn how to upload ID synchronization files, see Send Batch Data to Audience Manager.

Step 4 - Create a Profile Merge Rule for Segmentation

The next step is creating a new merge rule that will help you create the audience segments to send to your People-Based Destinations.

  1. Log in to your Audience Manager account and go to Audience Data -> Profile Merge Rules.
  2. Click Add New Rule.
  3. Enter a profile merge rule Name and Description.
  4. In the Profile Merge Rule Setup section, select the All Cross-Device Profiles rule from the Cross-Device Options list.
  5. In the Cross-Device Profile Options list, select the data source that your traits are onboarded against.

Step 5 - Create Audience Segments

To create new segments from offline-only data, use the Segment Builder and make sure you use the new profile merge rule that you created in the previous step when creating the segment.

Step 6 - Configure People-Based Platform Authentication

  1. Log in to your Audience Manager account and go to Administration > Integrated Accounts. If you have a previously configured integration with a social platform, you should see it listed in this page. Otherwise, the page is empty.
  2. Click Add Account.
  3. Use the People-Based Platform drop-down menu to select the platform that you want to configure the integration with.
  4. Click Confirm to be redirected to the authentication page of the selected platform.
  5. Once you’ve authenticated to your social platform account, you are redirected to Audience Manager where you should see your associated advertiser accounts. Select the advertiser account that you want to use and click Confirm.
  6. Audience Manager displays a notification at the top of the page to let you know whether the account was successfully added. The notification also allows you to add a contact email address to receive notifications when the social platform authentication is about to expire.

Audience Manager handles the integration with social platforms through authentication tokens that expire after a certain amount of time. See Authentication Token Renewal for details on how to renew the expired tokens.

Step 7 - Create a People-Based Destination

  1. Log in to your Audience Manager account, go to Audience Data > Destinations, and click Create Destination.
  2. In the Basic Information section, enter a Name and Description for your new data source, and use the following settings:
    • Category: Integrated Platforms;
    • Type: People-Based;
    • Platform: select the people-based platform that you want to send audience segments to;
    • Account: select the desired advertiser account associated with the selected platform.
  3. Click Next.
  4. Choose the Data Export Labels that you want to set for this destination.
  5. In the Configuration section, select the data source that contains your hashed data sources.
  6. In the Segment Mappings section, select the segments that you want to send to this destination. This would be the segments that you created at Step 5 - Create Audience Segments.
  7. Save the destination.

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