Audience monetization

Package first-party data as audience products available in data marketplaces, where advertisers can pay to use these audiences in their campaigns.

Marketplace audience types

A data marketplace makes audiences available to buyers as custom audiences or syndicated audiences

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 not on your blocklist.

Use the Monetization page to send custom or syndicated audiences based on new or existing audience segments to the following marketplaces:

• The Trade Desk

Data marketplace concepts

When monetizing audiences, it is important to understand the pricing models and structural requirements used by data marketplaces.

• Buyable?

• Cost per thousand (CPM)

• Data rates

• Percentage of media costs

• Rate caps

• Rate levels

• Rate types

• Taxonomy

Buyable?

All audiences are buyable by default when managed by Amperity.

A non-buyable audience cannot appear in the data marketplace. Any audience in Amperity can be made non-buyable. Open the segment in the Audience monetization page, and then click Make not buyable.

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 maximum rate to prevent runaway costs for an audience. A CPM rate must be in United States dollars (USD) and must be an amount, such as $5.50 or $3.00.

Note

CPM rates lower than $5 require approval by The Trade Desk.

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 recommended for all audiences.

An effective hybrid rate establishes a percent of media cost value that scales across media channels. As the value of an audience scales into premium high cost channels, audiences yield higher vaules.

A rate cap protects against excessive costs, especially on premium channels. An effective cap exceeds the desired average cost per thousand, should be seen more often in high cost environments, and should be met about twenty percent of the time, where percent of media costs are the other eighty percent.

Percentage of media costs

A percentage of media costs rate defines a percentage applied to impressions that scales with the cost of media across channels. A percent of media cost is a decimal, such as 0.12 or 0.25, which represents 12% or 25%.

Tip

Apply a rate cap in conjunction with a percent of media cost to prevent runaway costs.

Note

Percentages of media cost below 0.10 require approval by The Trade Desk.

Rate caps

A rate cap protects against excessive costs, especially on premium channels. An effective rate cap exceeds the desired average cost per thousand, should be seen more often in high cost environments, and should be met about twenty percent of the time, where percent of media costs are the other eighty percent.

Rate levels

Amperity assigns rate levels automatically depending on the type of audience sent to The Trade Desk.

• Advertiser

• Partner

• System

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.

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.

• CPM

• Hybrid

• Percent of media cost

CPM

A cost per thousand (CPM) rate defines a maximum rate to prevent runaway costs for an 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. All audiences sent from Amperity should be configured with a hybrid data rate.

Note

All syndicated audiences are assigned a hybrid rate type. A cost per thousand (CPM) rate and a percent of media cost rate must be provided.

Percent of media cost

A percent of media cost rate defines a percentage applied to impressions that scales with the cost of media across channels. Apply a CPM cap in conjunction with a percent of media cost rate to prevent runaway costs.

Note

The value for percent of media costs may be $0.00.

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 does 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

• Create syndicated audience

• Delete audience

• Edit refresh cadence

• Opt customers out

• Make audience not buyable

• View audience details

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 Open the Audience monetization page. Click Create, and then choose Custom
	Choose segments Do one of the following: Select Create from existing segments. This opens a list of segments. Use the checkboxes to pick one or more segments. Note Each selected segment is sent to the data marketplace as a standalone audience. Selecting multiple segments does not combine them into a single audience. Select Create a new segment. This opens the visual Segment Editor. Define a new segment only for audience monetization. When finished, click Next.
	Select a marketplace Do one of the following: Select an existing marketplace connection. Create a new connection to a marketplace. Note Ask your Datagrid Operator for help configuring credentials for a marketplace connection. Click Connect, select a new connection, configure the credential settings and marketplace settings: Set Rate level to Partner or Advertiser Enter the Partner name and Partner ID or enter the Audience name and Audience ID. Set Rate type to Hybrid or Flat CPM Set a cadence and choose the date on which Amperity will start delivering audiences to the marketplace. When finished, click Next.
	Prepare data products Rename the audience, align the audience name with the taxonomy defined in The Trade Desk, and add a description. Tip On the Prepare data products page, each segment name defaults to the Amperity-defined title. Renaming the segments or adding a description helps advertisers better understand what kind of audience is in the segment. Set the percent of media value and the cost per thousand (CPM) rate cap. When finished, click Save and send. Note Audiences are added to the Audience Monetization folder on the Segments page. Caution Segments sent to data marketplaces cannot be edited while in use by an advertiser’s campaign.

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 Open the Audience monetization page. Click Create, and then choose Syndicated
	Choose segments Do one of the following: Select Create from existing segments. This opens a list of segments. Use the checkboxes to pick one or more segments. Note Each selected segment is sent to the data marketplace as a standalone audience. Selecting multiple segments does not combine them into a single audience. Select Create a new segment. This opens the visual Segment Editor. Define a new segment only for audience monetization. When finished, click Next.
	Select a marketplace Do one of the following: Select an existing marketplace connection. Create a new connection to a marketplace. Note Ask your Datagrid Operator for help configuring the credentials for a marketplace connection. Click Connect, select a new connection, configure the credential settings and marketplace settings, and then click Save Set a cadence and choose the date on which Amperity will start delivering audiences to the marketplace. When finished, click Next.
	Prepare data products Rename the audience, align the audience name with the taxonomy defined in The Trade Desk, and add a description. Tip On the Prepare data products page, the selected segment names default to their Amperity-defined titles. Renaming the segments or adding a description helps advertisers better understand what kind of audience is in the segment. Set the percent of media value and the cost per thousand (CPM) rate cap. When finished, click Save and send. Note Audiences are added to the Audience Monetization folder on the Segments page. Caution Segments sent to data marketplaces cannot be edited while in use by an advertiser’s campaign.

Delete audience

You can delete an audience and remove it from the date markteplace.

To delete an audience

1. On the Audience monetization page, use the search bar or scan the list to find the audience you wish to delete.

2. Click the    icon and select Delete.

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

1. 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.

2. Click the audience name.

3. On the Data refresh panel, locate Refresh cadence and click Edit.

4. 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 can be excluded from availability across all audience products.

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

1. Open the Audience monetization page.

2. Click Set global opt-out.

3. Use the drop-down menu to select one or more segments

4. 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

1. On the Audience monetization page, use the search bar or scan the list to find the audience you wish to delete.

2. Click the    icon and select Make not buyable.

3. A warning dialog will appear. Click Confirm or Cancel.

4. 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

1. On the Audience monetization page, use the search bar or scan the list to find the audience you want to view.

2. Click the audience name.