Workflow for Using the DSP Integration with Tealium

You can share your organization’s first-party data from the Tealium customer data platform using the Amazon Web Services (AWS) firehose connector. There are four steps to share data from Tealium with DSP:

Step 1: Create an audience source in DSP source-create

  • Create an audience source to import audiences to your DSP account or an advertiser account, and share the source code key with the Tealium user.

Step 2: Prepare and share segment-mapping data map-data

  1. The advertiser must prepare and share segment-mapping data:

    1. The advertiser must prepare the data within Tealium:

      1. The email IDs for the advertiser’s audience must be hashed using the SHA-256 algorithm.

      2. The column containing hashed email IDs must be mapped to the attribute of the type of Visitor ID.

      3. The audience must be created with the Tealium_visitor_id attribute. The right enrichment must be applied to trigger the audience. See the Tealium documentation on visitor ID attributes.

    2. The advertiser must give segment-mapping data to the Adobe Account Team to create the segments in DSP. Use the following column names and values in a comma-separated values file:

      • External Segment Key: The external segment key, which you’ll later specify in the action settings for the connector in Tealium. The recommended naming convention is “<DSP source key>_<Tealium segment name>,” such as “57bf424dc10_coffee-drinkers.”

      • Segment Name: The segment name.

      • Segment Description: The purpose or rule of the segment, or both.

      • Parent ID: Keep blank

      • Video CPM: 0

      • Display CPM: 0

      • Segment Window: The segment time-to-live.

Step 3: Create connectors in Tealium to share segment data tealium-connector

For each segment that you want to share, create a separate connector for each action that triggers data changes. For example, to share two segments that each have two triggers, create four connectors.

  1. The Adobe Account Team provides the advertiser with AWS firehose connector credentials.

  2. In Tealium, add a connector, using the following options:

    1. Select the AWS Firehose connector.

    2. In the source settings:

      1. Select the audience segment to share.

      2. Set up a trigger:

        • For the first connector for the segment, select the trigger Joined Audience. This ensures that data is shared with DSP whenever a user joins a segment.

        • For the second connector for the segment, select the trigger Left Audience. This connector is used to handle all opt-outs and users who leave the segment in DSP.

    3. In the configuration settings, specify the AWS firehose connector. If you haven’t yet added the firehose connector for DSP, then add a firehose connector using the following information:

      • Name: The name of the connector.

      • Access Key: The access key provided by the Adobe Account Team.

      • Secret Key: The secret key provided by the Adobe Account Team.

      • Region: US East North Virginia (us-east-1)

    4. In the action settings, do the following:

      1. Create a “Send Customer Data to Delivery Stream (Advanced)” action to add data to the segment, using the following information:

        • Action Name: The name of the action.

        • Action Type: Send Customer Data to Delivery Stream (Advanced)

        • Delivery Stream: Tealium_CDP_Connector

        • Message Data: Do the following:

          1. Choose one attribute for the segment:

            • For the Hashed_Email attribute, name the custom message hashed_email.

            • For the Cookies attribute, name the custom message cookies.

          2. In the option to create a custom field, in the Source Key field, enter the External Segment Key that was included in the segment-mapping data in Step 2.

            DSP will use this key to populate your segment.

          3. (Recommended) Create an update action to keep the segment fresh.

Step 4: Duplicate the existing connector in Tealium to continue to share segments duplicate-connector

You can have only one connector per segment and one segment per connector.

  1. In Tealium, duplicate the segment for which you want to create another segment, and rename the new segment.

  2. In Tealium, duplicate the connector you created in Step 3, and rename the new connector from “<original name>-copy” to the new segment name.