Use Data Providers to integrate third-party data into Adobe Target

Data Providers is a capability that allows you to easily pass data from third parties to Target. A third party could be a weather service, a DMP, or even your own web service. You can then use this data to build audiences, target content, and enrich the visitor profile.

Let’s take a look at the data providers feature of Adobe Target. Data providers is a capability in ATGS 1.3 and above that allows you to easily pass data from third parties to Target. The third party could be something like a weather API, a DMP, a B2B vendor such as DemandBase, or even your own web service. Adobe Target has many ways to onboard data. The data providers feature is part of Target’s ATGS JavaScript library, and is designed specifically for third party services, which require a client side API call to retrieve their data. Let’s look at the feature in a real world example. Pretend you’re a retailer, and this is your default home page. If a customer comes to your site and they’re in a town where it’s about to snow, you’d prefer to personalize the homepage hero banner to feature your snowblowers. In this example, the third party data provider is your weather API. The data providers feature will pass the weather information as target request parameters, so you can use them to build an audience and set up an experience targeting activity. The first step is you need your implementation expert to add a little code before the ATGS library. This code will make the call to the third party and specify which information you want to send to target. ATGs will manage flicker while the third party call is being made to retrieve the weather forecast. And then it will pass the weather information as parameters in the target request. You can even integrate with multiple data providers, specify timeouts and use techniques to minimize the impact on page load time. The second step is to build an audience using the custom parameter in Target’s audience builder, you select the custom option, then choose the parameter and value you’re looking for. Finally, you can build an experience targeting activity, which will deliver your specific message to your new audience. In this case, promoting your snowblowers to people who are going to need them soon. That’s it, I’m Daniel Wright technical marketing engineer. Thanks for believing me. -

How to use Data Providers

  1. Implementation expert adds code before at.js (or in the Library Header section of at.js) that makes the API call to the third-party, parses the response and specifies with name/value pairs from the response to send to Target.
  2. at.js manages flicker and includes the name/value pairs as custom parameters in the global Target request.
  3. Marketer builds audiences in the Target interface based on these custom parameters.
  4. Marketer uses these audiences to target experiences, activities, and metrics as well as for reporting audiences.
Data Providers requires at.js 1.3 or above

Supporting Materials