Send audiences to DV360¶

Display & Video 360 (DV360) enables advertising on connected TVs (CTVs), such as Android TV and Chromecast, online video platforms, such as YouTube, along with providing access to a variety of third-party partner exchanges.

This topic describes the steps that are required to configure campaigns to send customer profiles to DV360.

Note

This destination uses the Google Audience Partner API.

Changes to audiences are not immediately available in DV360. Allow for up to 48 hours after the point at which Amperity has finished sending audience updates for them to be available.

Important

Review the user consent policy for the European Union (EU) and European Economic Area (EEA), and then add the required columns to your orchestration or campaign.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring DV360 as a destination to which you can send campaigns for customer activation.

Build a segment¶

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to DV360 as part of a campaign you will be required to choose specific attributes to send.

DV360 supports the following attributes: customer profiles.

Build a campaign¶

Use the campaign editor to build campaigns that send data to DV360. Add a segment, define exclusions and sub-audiences, and then configure Amperity to send campaign data to DV360.

To build a campaign

	The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder. After the campaign builder opens, give your campaign a name. Tip The campaign name will always appear in the filename that is sent to any destination. Use good naming patterns for the campaigns you will send to DV360. Good naming patterns help ensure that you can easily find your campaigns within Amperity and that the campaign is discoverable in DV360 by users who may not be the same users who built the campaign in Amperity. Avoid duplication between campaign and treatment group names. Avoid using DV360 in the name unless the campaign is sent only to DV360. Use a naming pattern that ensures the campaign name works across every treatment group that is configured within any sub-audience. If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name.
	All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign. Tip When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time.
	Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list. When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign.
	Some campaigns have just one audience, while others have many and require sub-audiences. Sub-audiences can be many things. How you choose to configure them depends on your audience, marketing strategy and goals, and the type of campaign you will run in DV360. Click Add treatment to add another treatment group to a sub-audience. The total percentages for all treatment groups (and the control group, if present) must be 100%. Click Add Sub-audience to add more sub-audiences to this campaign, and then use the Audience Builder to define the criteria for that sub-audience.
	Assign DV360 as a destination for at least one treatment group, and then edit the attributes for the sub-audience to ensure Amperity is sending the right data to DV360.
	Click Edit attributes to review the attributes that Amperity will send to DV360. DV360 accepts any combination of email address, phone number, first name, last name, zip code, and country attributes. Amperity pre-selects the list of attributes that may be sent to DV360. The Edit attributes page for DV360 is similar to: Note The Merged Customers table is the default table from which data is sent to DV360, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.
	A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible.
	Enter the date on which you plan to launch your campaign in DV360. This date helps Amperity improve results tracking and campaign results measurement.
	When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page. Note Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to DV360. Please allow for enough time for Amperity to complete this process before starting a campaign in DV360.

Configure default attributes¶

Each unique destination that is configured to send data to DV360 may be configured to have a set of default attributes that will sent to DV360 every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in DV360.

DV360 has the following requirements for attributes.

Source attribute	Destination attribute
email	EMAIL
phone	PHONE
given_name	firstname
surname	lastname
postal	zip
country	country

Google Audience Partner API Matching¶

DV360 matching can be done through the following list ID types:

Contact information, including personally identifiable information (PII) matching
European Union user consent
Mobile device matching

Contact Info Matching¶

Personally identifiable information (PII) is any data that could potentially identify a specific individual. PII data includes details like names, addresses, email addresses, and other profile attributes, but can also include attributes like a loyalty number, customer relationship management (CRM) system identifiers, and foreign keys in customer data.

A list can be matched to contact information that contains PII data. If a row contains a NULL value, it will be automatically filtered out by the connector and will be shown in the error logs. Each field should be matched to (at least) one of the following columns:

Amperity	Google API Key	Description
Email Address	email	For this key, the connector: Trims leading and trailing whitespace Converts to lower-case Hashes data as SHA-256
Phone Number	phone	Converts each phone number to E.164 format which represents a phone number as a number up to fifteen digits in length (without spaces) that starts with a + symbol. For example: +12061234567. For this key, the connector: Trims leading and trailing whitespace Hashes data as SHA-256
Last Name	lastname	For this key, the connector: Trims leading and trailing whitespace Removes spaces in-between Converts to lower-case Hashes data as SHA-256
First Name	firstname	For this key, the connector: Trims leading and trailing whitespace Removes spaces in-between Converts to lower-case Hashes data as SHA-256
Zip Code	zip	For this key, the connector: Trims leading and trailing whitespace Converts to lower-case
Country Code	country	A two-letter country code in ISO 3166-1 alpha-2 format. For this key, the connector: Trims leading and trailing whitespace Converts to upper-case

European Union user consent¶

The Google Ads API uses the Consent object to specify user consent signals for sending user data to Google for advertising purposes and for ad personalization.

Important

Customers must send the the required user consent signals when uploading data for advertising to customers in the European Economic Area (EEA) and/or to adhere to the European Union (EU) user consent policy. Not including these signals may result in lower match rates.

Required Column		Description
ad-personalization		Sets consent for ad personalization. Possible values: GRANTED, UNSPECIFIED, or DENIED. Default value: UNSPECIFIED. Important This value must be set to GRANTED to indicate that your brand has received the required user consent.
ad-user-data		Sets consent for sending user data to Google for advertising purposes. Possible values: GRANTED, UNSPECIFIED, or DENIED. Default value: UNSPECIFIED. Important This value must be set to GRANTED to indicate that your brand has received the required user consent.

Mobile Device ID Matching¶

A list can be matched to mobile device IDs. These may be identifier for advertising (IDFA) or Google advertising IDs (AAID) for mobile devices. If a row contains a NULL value, it will be automatically filtered out by the connector and will be shown in the error logs.

Amperity

Google API Key

Description

Mobile Device ID

mobile-id

A list of mobile device IDs provided to Amperity by the customer. For this key, the connector:

Trims leading and trailing whitespace
Converts to lower-case
Retains any hyphens in the mobile device ID