Reference
Audience monetization¶
Audience monetization generates revenue by packaging first-party data as audience products and making those audiences available in a data marketplace. Advertisers can pay to use these audiences in their marketing campaigns.
Audience monetization:
Requires signed partner marketplace agreements
Is admin-enabled and can only be used by admins and datagrid operators
Requires Amps pricing turned on, and consumes Amps based on activation volume
Use the Monetization page to send custom or syndicated audiences based on new or existing audience segments to the following marketplaces:
The Trade Desk
Requirements¶
Audience monetization has the following requirements:
Amps consumption¶
Your tenant must be configured for Amps consumption.
Marketplace agreement¶
A marketplace agreement . After the marketplace agreement is in place a Brand ID, Provider ID, and Provider secret are assigned.
Standard policies¶
Audience monetization must be configured by a Datagrid Administrator or a Datagrid Operator with the Audience monetization access policy option enabled.
Important
Audience monetization cannot be configured in a sandbox.
UID2¶
Unified ID 2.0 (UID2) is an open-source framework that enables deterministic identity for advertising opportunities across the open internet for participants with access to the advertising ecosystem. UID2 is a standalone solution with a unique namespace and privacy controls that help participants meet local market requirements.
To get access to the UID2 framework, you may sign up directly from the Unified ID 2.0 website or connect directly with your The Trade Desk representative (or UID2 administrator).
You must agree to a UID2 participation policy, which is a requirement for UID2 sharing .
Important
Talk with your The Trade Desk representative if you are unsure of which participation policy is required to support your brand’s UID2 use cases.
Each participant in UID2 has its own set of unique Mapper credentials , which allow access to specific areas within the UID2 ecosystem.
To configure Amperity to act as a UID2 Operator for your brand you must be a Mapper participant in Unified ID 2.0.
A mapper participant is a broad category that includes advertisers , data providers , data on-boarders, measurement providers, identity graph providers, third-party data providers, and any other organization that sends data to other participants and organizations that collect user data and push it to other UID2 participants.
Important
Use your brand’s Mapper participant credentials to configure Amperity to act as a UID2 Operator.
Marketplace audience types¶
A data marketplace makes audiences available to buyers as custom audiences or syndicated audiences. You must also set a global opt-out segment to ensure that audiences only include customers who have consented to use of their data for advertising purposes.
Custom audiences¶
A custom audience defines an advertiser- or partner-specific rate for a single purchaser and is purchased directly using a private deal.
Syndicated audiences¶
A syndicated audience defines a standard global rate for all purchasers and may be purchased by any verified buyer. The data marketplace may have the option to limit the group of verified buyers to an Access List or to block some verified buyers using a Block List.
Opted-out customers¶
Customers who have not given consent to use their data for advertising purposes will be excluded across all audience products.
Important
It is required to set a global opt-out segment to send audiences to data marketplaces. If you have not selected an opt-out segment, you will be unable to send audiences from Amperity.
Data marketplace concepts¶
When monetizing audiences, it is important to understand the pricing models and structural requirements used by data marketplaces.
Buyable?¶
All audiences you make available in a data marketplace via Amperity are buyable by default.
Any audience in Amperity can be made non-buyable. Open the segment in the Audience monetization page, and then click Make not buyable.
A non-buyable audience will not be available in the data marketplace for further purchase by advertisers, but any active campaigns using that audience will still be able to use it for the duration of the campaign.
Note
A buyable audience without a rate or without assigned users is a non-buyable audience and cannot appear in The Trade Desk.
Cost per thousand (CPM)¶
A cost per thousand (CPM) rate defines a flat rate per thousand impressions that advertisers will pay for any impressions served for a given audience.
Note
Amperity sends the CPM rate in the currency that matches the default currency of your tenant. The Trade Desk defaults currency to United States dollars (USD) to help ensure partner accounts and all associated advertisers use the same currency.
If your tenant’s default currency is not USD, contact the Trade Desk to arrange sending audiences to the data marketplace in the currency that matches the default currency set in your tenant.
A CPM rate must be a decimal, such as 5.50 or 3.00. The decimal represents an amount, such as $5.50 USD or $3.00 AUD. Consult with The Trade Desk for guidance on setting rates.
Data rates¶
All buyable audiences must have an approved rate .
Note
The first syndicated rate submission for a brand requires approval.
Tip
Hybrid rates are required for syndicated audiences. An effective hybrid rate establishes a percent of media cost value that scales across media channels along with a CPM cap. As the value of an audience scales into premium high cost channels, audiences yield higher revenue.
Flat CPM rates are optional for custom audiences.
Percentage of media costs¶
A percentage of media costs rate is a component of a hybrid rate and defines a percentage applied to impressions that scales with the cost of media across channels.
You must apply a rate cap in conjunction with a percent of media cost. This prevents runaway costs for buyers and advertisers.
Talk to your The Trade Desk representative for more information about defining percentage of media costs and effective rate caps for your audiences.
Rate caps¶
A rate cap protects against excessive costs, especially on premium channels. An effective rate cap exceeds the desired average cost per thousand impressions and will be reached more often in high cost environments.
You can set the cost per thousand impressions rate cap on the Prepare data products page, step three of configuring an audience for the marketplace.
Talk to your The Trade Desk representative for more information about defining percentage of media costs and effective rate caps for your audiences.
Rate levels¶
Amperity assigns rate levels automatically depending on the type of audience sent to The Trade Desk.
Advertiser¶
An advertiser rate level is assigned to custom audiences intended for specific advertisers. An advertiser rate level is assigned to a specific Advertiser ID, which allows an advertiser to access the audience at the configured data rate via their marketplace seat.
Note
Use The Trade Desk Platform ID for an advertiser to configure the value of Advertiser ID in this destination.
The value of Advertiser ID may not be empty for advertiser rate levels.
Partner¶
A partner rate level is assigned to custom audiences intended for specific partners and their advertisers. A partner rate level is assigned to a specific Partner ID, which allows that partner to access the audience at the configured data rate.
Note
Use The Trade Desk Platform ID for a partner to configure the value of Partner ID in this destination.
The value of Partner ID may not be empty for partner rate levels.
System¶
A system rate level is assigned automatically to a syndicated audience.
Rate types¶
A rate type defines the pricing model for an audience and establishes a consistent relative value for advertising impressions while keeping audience pricing scalable across channels.
Talk to your The Trade Desk representative for more information about defining percentage of media costs and effective rate caps for your audiences.
Flat-rate CPM¶
A cost per thousand (CPM) rate defines a flat rate per thousand impressions that advertisers will pay for any impressions served using a given audience..
Hybrid¶
A hybrid rate blends a rate that scales with the cost of media across ad environments with a maximum rate that prevents runaway costs. When configuring, you must set both a percent of media cost rate and a cost per thousand (CPM) rate cap.
Note
All syndicated audiences are assigned a hybrid rate type.
Taxonomy¶
The Trade Desk recommends designing and building a flat taxonomy , where all segments exist as children under the ROOT node, with segment names representing the full path.
The display name of each segment defines the path hierarchy and taxonomy structure.
The location of a segment in a taxonomy defines its full path, which always starts at the root level.
The taxonomy hierarchy always starts with the ROOT element.
The ROOT element is created for you and will not appear in The Trade Desk for advertisers in the platform. For example, “Interest > Technology > Computers” appears as “Computers”.
How-tos¶
Tasks related to audience monetization in Amperity:
Create custom audience¶
Custom audiences have advertiser or partner-specific rates. Each custom audience is for purchase by a single buyer via a private deal on the data marketplace.
To create a custom audience
|
Create audience
|
|
Choose segments Do one of the following:
When finished, click Next. |
|
Select a marketplace Do one of the following:
Talk to your The Trade Desk representative for more information about defining percentage of media costs and effective rate caps for your audiences. Set a cadence and choose the date on which Amperity will start delivering audiences to the marketplace. When finished, click Next. |
|
Prepare data products
When finished, click Save and send. Note Audiences are added to the Audience Monetization folder on the Segments page. |
Create syndicated audience¶
Syndicated audiences have a standard global rate. They may be purchased on the data marketplace by any verified buyers not on your blocklist.
To create a syndicated audience
|
|
Create audience
|
|
|
Choose segments Do one of the following:
When finished, click Next. |
|
|
Select a marketplace Do one of the following:
Set a cadence and choose the date on which Amperity will start delivering audiences to the marketplace. When finished, click Next. |
|
|
Prepare data products
When finished, click Save and send. Note Audiences are added to the Audience Monetization folder on the Segments page. |
Delete audience¶
You can delete an audience and remove it from the Amperity user interface.
Warning
Deleting an audience from Amperity does not remove it from the data marketplace. If you want to remove it from the marketplace, be sure to make the audience non-buyable before deleting it from the Amperity user interface.
To delete an audience
On the Audience monetization page, use the search bar or scan the list to find the audience you wish to delete.
Click the icon and select Delete.
Edit audience¶
Once you have sent an audience to a data marketplace, you are unable to edit its configuration, other than to change the refresh cadence.
For The Trade Desk, if you wish to change the name or description of an audience, mark the old version as non-buyable, and then create a new audience with the desired name and description. Rates can be updated directly within The Trade Desk platform.
Edit refresh cadence¶
You can edit how often audience product data is refreshed to reflect any updates to the segments you used to define the audience.
To edit refresh cadence
On the Audience monetization page, use the search bar or scan the list to find the audience with the refresh cadence you want to edit.
Click the audience name.
On the Data refresh panel, locate Refresh cadence and click Edit.
Edit the cadence and start timing, and then click Save.
Opt customers out¶
Customers who have not given consent to use their data for advertising purposes will be excluded across all audience products.
Important
It is required to set a global opt-out segment to send audiences to data marketplaces. If you have not selected an opt-out segment, you will be unable to send audiences from Amperity.
Note
Any incremental changes to the global opt-out group are sent to data marketplaces on a daily basis to account for timely removal of customers who have newly opted-out.
To opt customers out of audience products
Open the Audience monetization page.
Click Set global opt-out.
Use the drop-down menu to select one or more segments.
Note
Only segments created with the visual Segment Editor are available for global opt-out. To designate an audience defined by a SQL query, create a new segment in the visual Segment Editor and recreate the query criteria there. It will then be available in the global opt-out drop-down.
Click Save.
Make audience not buyable¶
You can make an audience no longer available for new purchases. Active campaigns currently using the audience may still use it.
Caution
This action cannot be undone.
To make an audience not buyable
On the Audience monetization page, use the search bar or scan the list to find the audience you wish to delete.
Click the icon and select Make not buyable.
A warning dialog will appear. Click Confirm or Cancel.
You may also make an audience not buyable by clicking into the audience and clicking Make not buyable.
View audience details¶
You can view audience details, including marketplace configuration, refresh timing, and action log.
To view audience details
On the Audience monetization page, use the search bar or scan the list to find the audience you want to view.
Click the audience name.
Troubleshoot audience actions¶
You can get more details on any failed workflows in order to resolve the issue and retry the action.
To get troubleshooting info
On the Audience monetization page, use the search bar or scan the list to find the audience you want to view.
Click the audience name.
From the Audience details page, click into any listed action. This will take you to the workflows page to get more details.