Convert User IDs from Tealium to Universal IDs

(To convert email addresses to RampIDs; advertisers with Adobe Analytics for Advertising) Set up tracking to enable Analytics measurement.

Create an audience source in DSP.

Prepare and share segment-mapping data.

Create connectors in Tealium to share segment data.

Duplicate the existing connector in Tealium to continue to share segments.

Compare the number of universal IDs with the number of hashed email addresses.

(If you haven’t already done so) Complete all prerequisites for implementing Analytics for Advertising and make sure that the AMO ID and EF ID are being populated in your tracking URLs.

Register with the universal ID partner and deploy universal ID-specific code on your webpages to match conversions from the IDs on desktop and mobile web browsers (but not mobile apps) to view-throughs:

• For RampIDs: You must deploy an additional JavaScript tag on your webpages to match conversions from the IDs on desktop and mobile web browsers (but not mobile apps) to view-throughs. Contact your Adobe Account Team, who will give you instructions to register for a LiveRamp LaunchPad tag from LiveRamp Authentication Traffic Solutions. Registration is free, but you must sign an agreement. Once you register, your Adobe Account Team will generate and provide a unique tag for your organization to implement on your webpages.

Create an audience source to import audiences to your DSP account or an advertiser account. You can choose to convert your user identifiers to any of the available universal ID formats.

The source settings will include an auto-generated source key, which you’ll use to prepare the segment-mapping data.

After you create the audience source, share the source code key with the Tealium user.

The advertiser must prepare the data within Tealium:

1. Hash the email IDs for the advertiser’s audience using the SHA-256 algorithm.

2. Map the column containing hashed email IDs to the attribute of the type of Visitor ID.

3. Create the audience with the Tealium_visitor_id attribute. Apply the right enrichment to trigger the audience. See the Tealium documentation on visitor ID attributes.

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.” For the DSP source key, use the Source Key from the DSP audience source settings.

• 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.

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

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 the previous procedure.

           DSP will use this key to populate your segment.

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

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

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