Activate profiles for your LinkedIn campaigns for audience targeting, personalization, and suppression, based on hashed emails and mobile IDs.
To help you better understand how and when to use the LinkedIn Matched Audiences destination, here is a use case that Adobe Experience Platform customers can solve by using this feature.
A software company organizes a conference and wants to keep in touch with participants, and show them personalized offers based on their conference attendance status. The company can ingest email addresses or mobile device IDs from their own CRM into Adobe Experience Platform. Then, they can build audiences from their own offline data, and send these audiences to the LinkedIn social platform, optimizing their advertising spending.
LinkedIn Matched Audiences supports the activation of identities described in the table below. Learn more about identities.
|GAID||Google Advertising ID||Select this target identity when your source identity is a GAID namespace.|
|IDFA||Apple ID for Advertisers||Select this target identity when your source identity is an IDFA namespace.|
|email_lc_sha256||Email addresses hashed with the SHA256 algorithm||Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed emails, respectively. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.|
This section describes which type of audiences you can export to this destination.
|Segmentation Service||✓||Audiences generated through the Experience Platform Segmentation Service.|
|Custom uploads||✓||Audiences imported into Experience Platform from CSV files.|
Refer to the table below for information about the destination export type and frequency.
|Export type||Audience export||You are exporting all members of an audience with the identifiers (name, phone number, and others) used in the LinkedIn Matched Audiences destination.|
|Export frequency||Streaming||Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on audience evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.|
Before you can use the LinkedIn Matched Audience destination, make sure your LinkedIn Campaign Manager account has the Creative Manager permission level or higher.
To learn how to edit your LinkedIn Campaign Manager user permissions, see Add, Edit, and Remove User Permissions on Advertising Accounts in the LinkedIn documentation.
LinkedIn Matched Audiences requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to LinkedIn Matched Audiences can be keyed off hashed identifiers, such as email addresses or mobile device IDs.
Depending on the type of IDs that you ingest into Adobe Experience Platform, you must adhere to their corresponding requirements.
You can hash email addresses before ingesting them into Adobe Experience Platform, or use email addresses in clear in Experience Platform, and have Platform hash them on activation.
If you select to hash the email addresses yourself, make sure to comply with the following requirements:
Data from unhashed namespaces is automatically hashed by Platform upon activation.
Attribute source data is not automatically hashed.
During the Identity Mapping step, when your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
The Apply transformation option is only displayed when you select attributes as source fields. It is not displayed when you choose namespaces.
To connect to this destination, follow the steps described in the destination configuration tutorial. In the configure destination workflow, fill in the fields listed in the two sections below.
The video below also demonstrates the steps to configure a LinkedIn Matched Audiences destination and activate audiences.
Hey everybody. This is Doug. In this video, I want to walk you through the configuration of a social destination in the platform. So here I am in the Destinations interface. And I’ve scrolled to the bottom where we have these social destinations. Now, at the time of this recording, you can see we have a Facebook destination. We have a LinkedIn destination. And actually, if we scroll up to the top. we also have Google Customer Match that is under the Advertising category. But it is configured the same as the social destinations down here. So, in this video, I’m just going to walk through one of them. I’m going to walk through the LinkedIn destination configuration. But you can just use that same example and use it for Facebook or Google Customer Match. Now, before I start clicking through, I will also say that it’s good to have some platform 101 type knowledge, so kind of knowing about the sources and profiles and segments and the schemas of your data that you’re bringing in and the identities that you’re using. These can all come into play as you configure this destination. So, let’s go ahead and select Activate or Configure if it’s the first time through. And again, assuming it’s the first time through, I’m going to select New Account. And I’m going to connect to a destination.
And this jumps me out and have me log in. So, I’ve got my information there, and I will sign in.
So, you can see that it says it’s connected to LinkedIn in this case. And then I’ll just hit Next.
And then I need to do this account authentication. So, this is going to be the name of the account destination here.
And then you’ll want to get your account ID, in this case from LinkedIn. Put it right there. And then choose a marketing action. And so this is where your data governance policies get enforced. So, I’m going to choose the marketing action. And let’s say that I just choose Cross site targeting. And if you have any data governance policies that don’t allow certain data to go to destinations that are using this marketing action, then that will take place here. And then I create the destination.
So, as you can see, that destination is created right there. Now, again, if you’re using one of the other destinations, you’ll still need to authenticate to your advertising account. Each platform will have its own rules. But your ad account just has to be eligible to be integrated with Adobe Experience Platform. And you’ll be able to find the partner-specific requirements in our documentation. So, once you’re authenticated, we’ll go up and click Next. I’ve got a few sample segments here. And so, let’s say that I want to market to my Luma customers with level Gold or Above. I’ll choose that segment. And as you can see, you can choose multiple segments. I’m going to leave it just as that one and click Next.
Now we come to the mapping, which is arguably, the most important part of this configuration, I guess, if there is a most important part. So, we’re going to click and add new mapping here. And what we’re mapping here is really identifiers. So, it’s a good idea to start with the target field. Now, as I click over here, this is going to give me a list of the available or of the supported identifiers for the partner that I have selected. So, in this case for LinkedIn. So, LinkedIn is supporting email with sha256 as well as mobile IDs. So, you can see here. Again, Facebook or Google will have different options available for you here to choose. So, I’m going to select the email and Select. Now we go to the source field and decide where we’re going to get that ID that’s going to match up in LinkedIn. And you have a couple of options here. You have attributes or identity namespace you can select. So, I’m going to do both of them just so you can kind of see the difference. If I select identity namespace, then I can choose either this email here, where it’s already sha256 lowercase, or I can choose email here. And I will just choose this one and select that. And I’m actually going to add one more mapping and choose email again.
And in this source field, and remember that again, in this case the source is the platform, and the target is the destination. We often use the word source to denote places where you’re going to get data coming into the platform, like sources up here. But again, in this case, the source is the platform, because we’re sending data to the destination. So, the source field, in this case, if I use an attribute, I can go to personal email. And let’s say address and select that. And you can see on this one, it has an extra field over here, because, since it’s just an attribute, we don’t really know what format that’s going to be in. And so, we can decide, you know what, in order to get that to be compliant with sha256, we do need to apply the transformation. So, we can select that box. Now depending on the segments that you’ve selected, you might want to even add additional mappings. What if I add maybe another one, that is idfa.
And I can select that. And then I can choose identity namespace here and choose idfa. And then I can do the same thing for Google as well. But this way it’ll look for profiles that have any of those namespaces or attributes in order to send those profiles out for that segment. After that, I just click Next to select a segment schedule. And so, I just select a start date. And then I can click Next And I can see and review everything in here. And then of course I can click Finish, and I’m good to go. I hope this has helped to walk through the process of the configuration of a social destination in the platform. Good luck. - -
The Experience Platform user interface is frequently updated and may have changed since the recording of this video. For the most up-to-date information, refer to the destination configuration tutorial.
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.
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.
See Activate audience data to streaming audience export destinations for instructions on activating audiences to this destination.
A successful activation means that a LinkedIn custom audience would be created programmatically in LinkedIn Campaign Manager. Audience membership would be added and removed as users are qualified or disqualified for the activated audiences.
The integration between Adobe Experience Platform and LinkedIn Matched Audiences supports historical audience backfills. All historical audience qualifications get sent to LinkedIn when you activate the audiences to the destination.