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 of sale 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 (targetable) size of each individual segment and the overall active 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, active segment size, web browser count, or devices count.

協力廠商區段會產生額外費用，這些費用會顯示在每個區段名稱旁。

（僅使用Adobe Experience Platform轉換標籤且具有Adobe Advertising JavaScript和Real-Time CDP、Adobe Audience Manager或Adobe Analytics的廣告商）您在Real-Time CDP中建立、在Audience Manager中建立或從Audience Manager或Analytics發佈至Adobe CX Enterprise的所有可用第一方、第二方或第三方受眾區段。

使用區段的定價是預先議定的，在DSP中不可見。

Analytics中的區段在您建立或發佈為CX Enterprise對象後約一小時可使用。 直接來自Audience Manager或Real-Time CDP的區段在您共用後24小時內即可使用。

系統會顯示所有選取區段和儲存對象的作用中重複資料刪除對象人數，且您可以依裝置型別（瀏覽器、行動或連線電視）檢視詳細資料。

若為個別區段，作用中對象人數和CPM （若適用）會顯示在區段名稱旁。

您可以檢視有關個別區段或儲存對象的詳細資訊，包括瀏覽器、行動裝置、連線電視和通用ID型別合作夥伴的大小。 對於已儲存的對象，作用中對象總人數是去除重複項的總計。

所有使用者建立的自訂區段皆可供使用者使用。

您可以檢視您建立的任何自訂區段的追蹤標籤，並和其他使用者共用這些區段。 您也可以編輯或刪除您建立的自訂區段。

您無法編輯或共用其他使用者與您共用的自訂區段。

使用者可使用的所有第一方區段依原樣匯入。

您無法編輯或共用與您共用的第一方區段。 如果您需要與其他使用者共用第一方區段，請聯絡您的Adobe客戶團隊。

所有可供使用者使用的自訂第三方區段。

您無法編輯或共用與您共用的第三方區段。 如果您需要與其他使用者共用協力廠商區段，請聯絡您的Adobe客戶團隊。