Adobe Advertising Cloud DSP connection

Overview

The Adobe Advertising Cloud Demand-Side Platform (DSP) destination allows you to share authenticated first-party segments with approved advertisers and users for campaign activation with DSP. To learn more about the Real-Time CDP integration with DSP, see About Activating Authenticated Segments from Audience Sources.

IMPORTANT

This page was created by the DSP team. For any inquiries or update requests, contact Advertising Cloud support directly at adcloud_support@adobe.com.

Use cases

To help you better understand how and when you should use the Advertising Cloud DSP destination, here are sample use cases that Adobe Experience Platform customers can solve by using this destination.

Brand advertising use case

An online retailer wants to retarget its high value customers through a display campaign without using cookies for targeting. The retailer shares a segment consisting of the hashed email IDs of its high value customers from its Real-Time CDP account to its DSP account. DSP then converts the hashed email IDs to authenticated RampIDs through a partnership between DSP and LiveRamp. The resulting RampIDs can be used in a display campaign to target the audience.

Agency use case

A media agency with a DSP account is running a retargeting campaign on behalf of its customer, a top brand in the hospitality industry. The brand wants to retarget all of its guests in the last year with a new promotional offer. The brand hosts all guest information in Real-Time CDP. The brand can share a segment that consists of the hashed email IDs of its guests from its Real-Time CDP account to the media agency’s DSP account to retarget the guests through a media campaign.

Prerequisites

  • DSP account-level and campaign-level settings to enable segment sharing with LiveRamp RampID, which will translate customer data to RampIDs to create targetable segments. Your DSP account team will perform this configuration. RampID is available via a partnership between DSP and LiveRamp, and you don’t need your own LiveRamp membership to use it.
  • The Experience Cloud organization ID for the Experience Platform account. You can find your ID on your Real-Time CDP user profile page.
  • A Real-Time CDP source in DSP to receive segments for campaign activation. Your DSP account team will create the source using your Experience Cloud organization ID.
  • The source key for the DSP account or advertiser, which is generated when a Real-Time CDP source is created in DSP. Your DSP account team will share this key with you. You’ll use it within Experience Platform to create a destination connection to the Advertising Cloud DSP destination, as explained below.
  • Customer data consisting of emails or hashed emails.

Supported identities

The Adobe Advertising Cloud DSP destination supports the activation of identities described in the table below. Learn more about identities.

Target Identity Description Considerations
email_lc_sha256 Email addresses hashed with the SHA256 algorithm Experience Platform supports both plain text and SHA256-hashed email addresses. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.

Export type and frequency

Refer to the following table for information about the destination export type and frequency.

Item Type Notes
Export type Segment export You are exporting all members of a segment (audience) with the identifiers (email or hashed email) used in the Advertising Cloud DSP destination.
Export frequency Streaming Streaming destinations are “always on” API-based connections. When a profile is updated in Experience Platform based on segment evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.

Connect to the destination

IMPORTANT

To connect to the destination, you need the Manage Destinations access control permission for Experience Platform. Read the access control overview or contact your product administrator to obtain the required permissions.

To connect to the destination, follow the instructions to create a destination connection using the Experience Platform user interface. In the destination configuration workflow, fill in the fields listed in the two sections below.

Authenticate to destination

To connect to the destination, provide the following parameter in the Connection type section, and then select Connect to destination.:

Connection type field

Fill in destination details

To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.

  • Name: A name by which you will recognize this destination in the future.
  • Description: A description that will help you identify this destination in the future.

Destination detail fields

Enable alerts

You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.

When you are finished providing details for your destination connection, select Next.

Activate segments to this destination

IMPORTANT

To activate data, you need the Manage Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.

Read Activate profiles and segments to streaming segment export destinations for instructions on activating audience segments to this destination.

Validate data export

To verify that data segment was shared with Advertising Cloud, check the following:

  • The data flow in your Real-Time CDP destination is successful.

  • In DSP, the segment is available when you create or edit an audience from Audiences > All Audiences or from within the Audience Targeting section of placement settings. The segment should be visible in the Adobe Segments tab under the Real-Time CDP folder.

Real-Time CDP segments in DSP audience settings

Data usage and governance

All Adobe Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information about how Adobe Experience Platform enforces data governance, see the Data Governance overview.

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