Mobile On-Demand Direct Ingest

You can use on-demand direct ingest to independently onboard the mobile data stored in your data warehouse, CRM database, or any other offline source any time using the Oracle CX Advertising (formally know as Oracle Data Cloud) platform's server-side user data API. You can run models and analytics to segment your mobile users, and then import their attributes directly into the Oracle CX Advertising platform. On-demand direct ingest reduces the steps and time required to onboard mobile data, and speeds monetization and audience activation.

If you are a DMP client, you can onboard any offline data that is linked to mobile advertising IDs (MAIDs) into your DMP. You can then activate your MAID-based data across multiple media execution platforms. MAIDs are typically referred to as "device IDs" when they originate from mobile apps.

If you are a data provider, you can onboard mobile user profiles into the Oracle CX Advertising platform to monetize those audiences through the Oracle Data Marketplace or privately with 1:1 negotiated deals for those with a private data marketplace (PDM) subscription. With this feature, you can onboard any offline data linked to MAIDs into the Oracle CX Advertising platform for data monetization, or to centralize in your PDM seat. You can also leverage our integrations with partners that accept MAID-based audiences for media activation.

On-demand direct ingest enables you to:

  • Connect your offline mobile data to the Oracle CX Advertising platform: Use the user data API integrations to build a pipe between your offline mobile data and the Oracle CX Advertising platform that is online, all the time.
  • Activate mobile users any time: Segment your users based on product SKUs, articles, models, and analytics, and then onboard their attributes into the Oracle CX Advertising platform via the user data API for instant activation.
  • Perform flexible and rapid ad hoc targeting: Quickly onboard content or SKUs that are outperforming expectations.

To get started with on-demand direct ingest, you need to get a site ID and write classification rules to map your users' offline mobile attributes to categories you've added to your taxonomy. You can then call the user data API with your users' mobile advertising IDs and offline mobile attributes. The Oracle CX Advertising platform maps your users' offline mobile attributes to their mobile advertising IDs. After your mobile data has been onboarded, you can monetize it (Data Providers), or target categories representing your mobile user attributes, and deliver them across multiple media execution platforms (DMP clients).

The following diagram illustrates the on-demand direct ingest process. Each of the steps is detailed in the following sections.

on-demand direct ingest process diagram

To use on-demand direct ingest:

  1. Get a site ID.
  2. Classify your mobile data.
  3. Call the user data API.
  4. Monetize or activate your offline mobile data.
  5. Deliver mobile data to data buyers.

Getting a site ID

To create classification rules and make user data API calls, you need a site ID. The site ID is used to manage your data in the Oracle CX Advertising platform. The platform's classification rules use the site ID to map your mobile user attributes to categories in the taxonomy.

To create classification rules and make user data API calls, you need a site ID. The site ID is used to manage your data in the Oracle CX Advertising platform. Classification rules use the site ID to identify into which categories to map user attributes. You generate a site ID by creating a container. You can create containers in the UI or with the containers API. It is a good practice to create separate site IDs for testing and for production environments.

After you create the container, open a MOS ticket requesting "Direct Ingest Access for ADID" and include your partner name, partner ID, and the site ID.

To onboard data for user profiles located in the European Union (EU), you must have signed Oracle's General Data Protection Regulation (GDPR) Consent agreement. If you have not signed the agreement, you can only create containers that are configured for non-EU countries. This means that a blacklist must include the EU region or countries and a whitelist may not. If you attempt to create a container with an invalid configuration, the UI or API displays an error. By default, new containers blacklist the EU. Contact your Oracle Account Representative to obtain and sign the GDPR Consent agreement.

Classifying your mobile data

To enable the platform to classify your mobile data, create a data map that outlines the phints (key-value pairs representing user attributes) that you will pass to the platform via your user data API calls. The platform uses your data map to create classification rules that map your phints to categories in your taxonomy.

Your data map must include the following information:

  • The set of keys used in your phints
  • The possible set of values for each key (and associated human-readable category names if needed)
  • The hierarchical relationships, if any, between a set of keys

For example, consider an auto shopping site (myAutos.com) that collects the makes and models of cars for which users have demonstrated intent to purchase. The key-value pair for the make node would have the following syntax: MA100=[VALUE]. The example key-value pairs for this node could be as follows:

  • MA100=Honda
  • MA100=Acura
  • MA100=Toyota

The key-value pair for the model node would have the following syntax:MA110=[VALUE]. Based on the previous example make nodes, example key-value pairs for the model node could be as follows:

  • MA110=Accord
  • MA110=Civic
  • MA110=TL
  • MA110=TSX
  • MA110=Corolla
  • MA110=Camry

If the values for the makes were encoded (for example, you pass 23098, 21409, 57983 instead of Honda, Acura, and Toyota), the platform needs human readable category names for these encoded values. For example, the following translations could be used:

  • MA100=23098 >Honda
  • MA100=21409 >Acura
  • MA100=57983 >Toyota

The following data map could then be created for this site:

Key Key translation Value Value translation
MA100 Make Honda Honda
MA100 Make 21409 Acura
MA100 Make 57983 Toyota
MA110 Make > Model Accord Honda > Accord
MA110 Make > Model 89065 Honda > Civic
MA110 Make > Model TL Acura > TL
MA110 Make > Model TSX Acura > TSX
MA110 Make > Model Corolla Toyota > Corolla
MA110 Make > Model Camry Toyota > Camry

Calling the user data API

The user data API is a server-side API that you can use to programmatically transfer your user data to the platform (you can also use the user data API to deliver your data back out to your site). After you classify your mobile users' offline attributes, you can call the user data API with your mobile advertising IDs (ADIDs and IDFAs) and phints (key-value pairs) that tag your mobile users' with their offline mobile attributes.

The classification rules map your users' offline mobile attributes into the categories you added to your taxonomy. Your offline mobile data will then be ready for monetization or targeting, optimization, modeling, and analysis in the Oracle CX Advertising platform.

For example, the following user data API call includes a site ID used to ingest your data ("23109"), passes an IDFA ("AEBE52E7-03EE-455A-B3C4-E57283966239") in the idfa field, enables the create_profile flag to create a user profile for the mobile user (if one does not already exist for them), and tags the user with an attribute ("purchase = coffee"):

http://api.tags.bluekai.com/getdata/23109/v1.2?idfa=AEBE52E7-03EE-455A-B3C4-E57283966239&ccode=US&create_profile=1&phint=purchase=coffee&bkuid=a3c18b227976ad07da5d679c7259f726631d39cf49252926407dc05c3e8be643&bksig=uBtWOAzM6cduAbEeaQoU6%2BkNUL87%2Brxudio2DC00Y5c%3D

User data API requires one call per user.

Important: The user data API does not include a batch function. You need to make a separate API call on each user you want to ingest attributes for. For example, if you have 1 M users with attributes that you want to import, you need to make 1 M calls to the user data API. The user data API supports approximately 1,000 calls per second.

For more information on sending data to the platform using the user data API, see the user data API documentation, which includes specific information on sending data on mobile users using their identifier for advertising (IDFA) or Google advertising ID (ADID).

Monetizing or activating your offline mobile data

After you onboard your offline data using the user data API, you can add the categories representing your offline user attributes to your target audiences, and deliver the audiences across multiple media execution platforms. For more details, see creating target audiences.

Delivering mobile data to data buyers

After the Oracle CX Advertising platform ingests your mobile user attributes, they can be delivered to mobile data buyers. Mobile data buyers can use your data to offer marketers and advertisers the ability to target mobile app users based on their online behavior. The Oracle CX Advertising platform can link your mobile user categories to raw and hashed IDFA, hashed Android IDs, and raw and hashed mobile advertising IDs, so your data can be delivered to most data buyers.

For more information on how your mobile user data is delivered to data buyers, see accepting mobile ad IDs and hashes in your media platform.