About Audience Management in Advertising DSP

Collect your own first-party audience data by creating and implementing DSP segments. You can later retarget users in the segment with ads or prevent users in the segment from receiving ads. You can create the following types of segments:

• Custom segments to track a) users exposed to ads from desktop and mobile devices and b) users who visit specific webpages. The tracking tag can track either cookie-based users or users associated with ID5 universal IDs.

• CCPA opt-out-of-sale segments to track the users IDs from consumer opt-out-of-sale requests on your website, per the California Consumer Privacy Act (CCPA). You can retrieve monthly reports of the user IDs from opt-out-of-sale requests.

  For more information about Adobe Advertising support for CCPA opt-out-of-sale requests, see Adobe Advertising Support for the California Consumer Privacy Act: Consumer Opt-out Support.

(Beta feature) Obtain and use universal IDs for cookieless targeting:

• Manually send your authenticated LiveRamp RampID segments directly to DSP.

• Allow DSP to import first-party segments from your customer data platform and translate them to supported universal ID types.

• Include third-party segments that contain universal IDs in your placement targets without any extra steps.

Create an audience library of reusable audiences. Saved audiences are composed of any of your available audience segments and any of your other saved audiences. Any changes you make to a saved audience are automatically applied to all placements that target or exclude the audience and to all other audiences that include the saved audience.

Saved audiences allow media planners to group audiences as needed, by including and excluding multiple segments using complex Boolean logic. The size of each individual segment and the total audience size are indicated as you build an audience. Campaign executioners can then simply select one or more saved audiences as placement targets rather than manually configure audience targets for each placement.

DSP can pull in your Adobe Audience Manager and other Adobe audiences for targeting. For prerequisites and instructions, see "Import Adobe Audience Manager Segments for Ad Targeting.

DSP can translate first-party data segments from supported customer data platforms to segments with universal IDs using the Sources feature. You can also manually send your authenticated LiveRamp RampID segments directly to DSP.

DSP can import your other first-party data segments directly from your data management platform (DMP) and provide them to any set of advertisers, as needed.

DSP can import custom third-party segments, including complex combinations of third-party segments. You can provide the segments to any set of advertisers, as needed.

All user-created audience sets that were saved in DSP.

All user-created audience segments that were created in DSP:

• Custom segments for users who visited specific webpages and users exposed to impressions of specific ads.

  No fees are incurred for impressions delivered to universal IDs.

• CCPA opt-out-of-sale audience segments for users who submitted opt-out-of-sale requests on your website, per the California Consumer Privacy Act (CCPA).

All of your imported first-party data segments, including segments that were translated to universal IDs.

Additional fees are charged for impressions delivered to universal IDs. See “About First-Party Audience Sources” for rates.

All of your imported custom third-party data segments.

(Placements targeting the U.S. only) All third-party data segments available to DSP customers from over 30 providers, including eXelate, (Eyeota), (LiveRamp),Lotame, Neustar, and many more.

You can target specific segments, which target users based on audience data (for example, users with specific demographics, interests or intents, and/or behavioral profiles). You can browse by data provider and category, search for segments by name or segment ID, or filter the results by data provider, total segment size, web browser count, or devices count.

Third-party segments incur additional fees, which are indicated next to each segment name.

(Advertisers with Adobe Experience Platform and Real-Time CDP, Adobe Audience Manager, or Adobe Analytics who use Adobe Advertising JavaScript conversion tags only) All of your available first-, second-, or third-party audience segments created in Real-Time CDP, created in Audience Manager, or published to Adobe Experience Cloud from Audience Manager or Analytics.

Pricing for the use of the segments is pre-negotiated and isn’t visible in DSP.

Segments from Analytics are available about an hour after you create or publish them as Experience Cloud audiences. Segments coming directly from Audience Manager or Real-Time CDP are available within 24 hours after you share them.

The total and active deduplicated audience size across all selected segments and saved audiences is displayed, and you can view details by device type (browser, mobile, or connected TV).

For individual segments, the total audience size and CPM (when applicable) are displayed next to the segment name.

You can view more details about an individual segment or saved audience, including the size by browser, mobile, connected TV, and universal ID type partner. For saved audiences, the total size is the deduplicated total.

All user-created custom segments available to the user.

You can view tracking tags for any of the custom segments you created, and share those segments with other users. You can also edit or delete the custom segments you created.

You can’t edit or share custom segments that other users have shared with you.

All first-party segments imported as-is that are available to the user.

You can’t edit or share first-party segments that were shared with you. Contact your Adobe Account Team if you need to share first-party segments with additional users.

All custom third-party segments available to the user.

You can’t edit or share third-party segments that were shared with you. Contact your Adobe Account Team if you need to share third-party segments with additional users.