Send audiences to Yahoo DSP

Yahoo DSP is a demand-side platform (DSP) to which you can send audiences. Advertise across the Yahoo brand ecosystem, including Yahoo, Yahoo Mail, TechCrunch, Yahoo Finance, Yahoo Sports, and Yahoo News.

Caution

This destination is available for sending campaign audiences to Yahoo DSP after it is configured by a Datagrid Operator or your Amperity representative.

If this destintion cannot be selected from the campaigns editor or activations canvas ask your Datagrid Operator or Amperity representative to configure a destination for sending campaign audiences to Yahoo DSP.

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 view audience size and to see the value it brings 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 sending the list of customers who belong to this audience to Yahoo DSP as part of a campaign you must choose specific attributes to send.

Yahoo DSP supports the following attributes: audiences.

Important

Test the connection with Yahoo DSP by using an audience with a very small membership. For example: 10 or 100 members or the minimum audience size recommended by Yahoo DSP. Send the test audience to Yahoo DSP and verify the audience is correct in Yahoo DSP. Make adjustments if necessary. Only send full audiences after validation is complete.

Add to a campaign

Use the campaign editor to configure Amperity to send data to Yahoo DSP. Add a segment, define exclusions and sub-audiences, and then define each audience sent to Yahoo DSP.

About paid media campaigns

Amperity provides the right set of data to support your brand’s paid media advertising with Yahoo DSP.

1. Merged Customers vs. Unified Paid Media

   The Merged Customers table contains each of your customers’ best profiles, such as their best email address, best phone number, and best physical address.

   The Unified Paid Media table contains all your customer’s known profile data, including all known email addresses, all known phone numbers, and all known physical addresses.

   You may configure campaigns to use Merged Customers, Unified Paid Media, or both, depending on your downstream use cases.

2. Use a consistent naming pattern to label when profiles are from the Merged Customers or Unified Paid Media tables. For example: “Best profile” or “Full profile”.

3. Configure default attributes for each destination.

   Use the default attributes component on the Campaigns page to configure which attributes are associated with each destination, including the table from which those attributes are pulled.

   The selected table will affect your brand’s downstream match rates and overall customer matches within your paid media campaigns. The decision behind which table to use depends on your brand’s downstream use case and the type and amount of customer profile data your brand wants to use to match customers.

   You should expect to see higher match rates when sending audiences from the Merged Customers table, but a higher number of matched customer profiles when sending audiences from the Unified Paid Media table. Use A/B testing to compare the results from each table, after which you can use the audience that works best for your campaigns.

To add Yahoo DSP to a campaign

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign Yahoo DSP as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to Yahoo DSP.
	Click Edit attributes to review the attributes that Amperity sends to Yahoo DSP. Yahoo DSP requires an email address or phone number. There are no optional fields. Amperity pre-selects the list of attributes sent to Yahoo DSP. The Edit attributes page for Yahoo DSP is similar to: Note The Merged Customers table is the default table for sending data to Yahoo DSP, 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.

Configure default attributes

Each unique destination configured to send treatment group audiences to Yahoo DSP has a set of default attributes.

Configure default attributes by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table defaults to the Merged Customers table for most attributes. This is configurable.

Yahoo DSP has the following requirements for attributes.

Source attribute	Destination attribute
email	email
phone	phone