Media Targeting

The Oracle Data Cloud platform features hundreds of integrations with top technology platforms that enable you to power your media targeting campaigns with your first-party data. Many platforms also allow you to target third-party data purchased from the Oracle Data Marketplace.

You can create a media targeting campaign to pass first- and third-party data to a media technology platform. This enables you to acquire users on ad exchanges and networks or to make direct purchases.

Each platform may support data linked to a number of ID sources ranging from desktop and mobile web cookies to mobile advertising IDs (MAIDs), which include IDFAs and Google ADIDs.

Media targeting integration types

Each platform may have slightly different workflows for receiving your data from the Oracle Data Cloud platform and mapping it to audience or segment objects in their platform.

Integration types include:

• App partners: You can install an app to automatically link your data campaign with the app vendor's audience destination URL (via their APIs). This enables the mapping of your target audience to the media vendor's target segment object. See the list of available media targeting app partners.
• Audience injection: Automatically creates an audience object in the partner's platform after you create your data campaign in the Oracle Data Cloud platform. For example, the following partners have audience injection apps that support cookies and MAIDs:
  • AppNexus
  • Centro
  • DataXu
  • Google DBM - Advertiser
  • Google DFP
  • Google GDN
  • MediaMath
  • The Trade Desk
• Audience sharing: Some partners require a manual mapping method that relies on your audience information being shared with them via email notification after you use the audience sharing tool. For example:
  • AOL
  • Rocket Fuel
  • The Trade Desk
  • Turn
  • Yahoo! Genome

  Some coordination is required so that you only start sending data after your audience has been properly mapped. For example, you can manually change your campaign's status from Idle to Active after you get confirmation that the audience has been mapped. Mapping typically takes about 48 hours.

• Paste-a-pixel campaign: If your media targeting vendor does not have an app in Oracle Data Cloud's app catalog or they do not have an Oracle Data Cloud platform partner seat with which to share the audience, you can manually enter the pixel required for sending your campaign data to them. For details, see creating a paste-a-pixel campaign.

Creating a media targeting campaign

Create a media targeting campaign to pass first- and third-party data to a media technology platform. This enables you to acquire users on ad exchanges and networks or to make direct purchases.

The Oracle Data Cloud platform includes pre-defined media vendor apps that automatically link your data campaign with the vendor's audience destination URL (via their APIs). This enables the mapping of your target audience to the media vendor's target segment object.

See the list of available media targeting app partners and set up an account with the media vendor if you do not already have one.

If your vendor's app is not currently listed, you can manually enter the pixel required for sending campaign data to your media vendor.

To create a media targeting campaign:

1. Install an app from the list of media targeting apps. Alternatively, you can create a paste-a-pixel campaign or share your audience if your media targeting partner lacks an app.
2. Build your target audience by selecting a combination of your private first-party and third-party categories relevant to your campaign. Create separate audiences for each ID source, such as an audience that targets MAIDs and another that targets cookies.
3. Create a campaign and select the media targeting app you want to use for the campaign. You can add as many apps as you need, but one per campaign is recommended because it makes it easier to track, disable, or delete the campaign.
4. In the Campaign Status box, select the Idle status (recommended unless the app uses audience injection).
5. Click Save.
6. Afteryou verify that your partner has mapped your audience to their segment object, edit the campaign and set its Campaign Status to Active.

Data transfer methods for media targeting campaigns

The following describes how server data transfer (SDT), push pixel, pull pixel, and JSON return methods are used to transfer campaign data.

• SDT: When a user in your target audience is seen in Oracle Data Cloud's network of data providers, Oracle Data Cloud directly sends your campaign data to your media partner via a SDT.
  If your media partner's app includes the Increase Data Delivery Overlap check box, you can use it to enable or disable ID swaps. An ID swap tag is a 1x1 image pixel that triggers the exchange of UUIDs between the Oracle Data Cloud platform and your media partner. After a qualifying user is ID synced and seen on your media partner's network, the user receives your ad targeting. Then create a container in the platform and add your media partner's ID swap tag to it. If your media partner does not have an app, contact My Oracle Support (MOS) to request it for use with a paste-a-pixel campaign.
• Push pixel: When a user in your target audience is seen in Oracle Data Cloud's network of data providers, the platform sends your campaign data to your partner via an image pixel. For details, see image pixel delivery.
• Pull pixel: When a user in your target audience is seen in your app partner's network, your partner initiates a data request to the Oracle Data Cloud platfomr. Your campaign data is then returned to your app partner via an image pixel.
• JSON return: When a user in your target audience is seen in your media partner's network, the platform returns your audience data to your media partner in a JSON object. The JSON object contains a list of wins from one or more campaigns and each campaign includes a categories array that lists the categoryID and timestamp for each win. For details, see JSON return tag.
  Sample JSON data sent to a media partner:

var bk_results = {
  "campaigns": [
  {
    "campaign": 40819,
    "timestamp": 1377670420,
    "categories": [
    {
      "categoryID": 25714,
      "timestamp": 1377670396
    },
    {
      "categoryID": 75301,
      "timestamp": 1377670396
    }
    ]
  }
]
};

If you do not know the data transfer method used by your partner, contact My Oracle Support (MOS).

Related

Create a data campaign

Creating a paste-a-pixel campaign

Pixel URL macro reference