Adobe Advertising Cloud DSP connection
Overview overview
The Adobe Advertising Cloud Demand-Side Platform (DSP) destination allows you to share authenticated first-party audiences 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 Audiences from Audience Sources.
adcloud_support@adobe.com.Use cases 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 an audience consisting of the hashed email IDs of its high value customers from its Adobe Real-Time Customer Data Platform (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 an audience 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 prerequisites
- DSP account-level and campaign-level settings to enable audience 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 audiences 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 supported-identities
The Adobe Advertising Cloud DSP destination supports the activation of identities described in the table below. Learn more about identities.
Export type and frequency export-type-frequency
Refer to the following table for information about the destination export type and frequency.
Connect to the destination connect
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 authenticate
To connect to the destination, provide the following parameter in the Connection type section, and then select Connect to destination.:
- Account or Advertiser Key: This Source Key is generated when a Real-Time CDP source is created in the DSP user interface. Your DSP account team will share this key with you after they create the source.
Fill in destination details 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.
Enable alerts 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 audiences to this destination activate
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To activate data, you need the View 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.
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To export identities, you need the View Identity Graph access control permission.
Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.
Validate data export exported-data
To verify that data audience was shared with Advertising Cloud, check the following:
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The data flow in your Real-Time CDP destination is successful.
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In DSP, the audience is available when you create or edit an audience from Audiences > All Audiences or from within the Audience Targeting section of placement settings. The audience should be visible in the Adobe Segments tab under the Real-Time CDP folder.
Data usage and governance data-usage-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.