Archived: DSPs Macros Integration for Personalization
- Tommaso Vaccarella
- Anthony Marrone (Unlicensed)
- Stefano calonghi (Unlicensed)
- Francesca Martino (Unlicensed)
THE IMPORTANCE BEHIND INTEGRATING WITH DSPs
Through the integration between Connected-Stories and Demand-Side Platforms, advertisers can leverage the highest levels of personalization, while streamlining management of dynamic contents.
A large number of parameters and info can be passed down to Connected-Stories from any DSP. These data are passed on to Connected-Stories at the ad call level, so right after the DSP won the bid and a fraction of millisecond before it calls Connected-Stories to serve the ads. The way these parameters are passed to Connected-Stories is through the use of Macros inserted within the Connected-Stories ad tags when distributing a campaign. Each DSP uses different Macros and naming conventions but the idea behind it remains consistent across every tech stack.
What does Connected-Stories do with those incoming signals?
Data coming in from the DSPs' Macros fall within the category of 3rd party data in regards to Connected-Stories. These data are then classified as audience-based data to distinguish them from behavioral data, generated based on how users interact with the advertising content. Macro’s data can therefore be used within both the Journey Designer and the Storyboard in order to personalize the user journey (creative sequencing) but also as inputs for DCO-like variations. To learn more about how Connected-Stories enables creative personalization visit this section.
Among data that can be passed through Macros, the most often used are signals related to audience segments, specific publishers or networks, the content where the ad is going to be served, geo-related data and a multitude of standard and custom parameters. As always, sky is the limit here and the more we go on the more we see creative ways to use these feature.
So far, Connected-Stories is guaranteeing integration with some of the most important Demand-Side Platforms: DV360, MediaMath, The Trade Desk and Adform.