This article describes how to set up the Xandr (Formerly AppNexus) Real Time Segments (Tealium-Provided Credentials) connector.

To request access to this connector, you must first contact your Tealium account manager.

The underlying integration for this connector uses Xandr functionality that is also in the Alpha-Beta phase with Xandr and is therefore subject to change. (Learn more)

In this article:

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How it Works

The Instant Audience Service is a server-side method that uses streaming architecture to add individual or small groups of users to segments using the Xandr API. Rather than aggregating and periodically sending large batches of data using the Batch Segment Service, the Instant Audience Service associates users to segments in near real-time.

Prerequisites

  • Xandr Member ID shared with Tealium's Xandr member.
  • To request access, you must first contact your Tealium account manager.

Getting Started

Obtain Authorization

To begin using the Instant Audience Service and enable this integration, you will need to open a ticket with Xandr to have your member shared with Tealium's Member (9537).

Provide the following information in a support request to Xandr:

  1. Are you using external user IDs?
    • For example, do you use mapUID to store the mapping with Xandr?
    • If you use another member's external user IDs, include their member_id as well.
  2. Do you need to populate segments belonging to other members?
    • If so, provide the associated member_ids. Tealium's Member ID is 9537.
  3. When you would like your segments to expire by default?
    • For example, never expire, expire 60 days from now, etc.?
    • If you include EXPIRATION in your seg block, your default expiration will not be used.
  4. The following questions are for internal capacity planning:
    • What is the number of unique user IDs per post?
    • What is the number of expected posts per day?
    • What is the number of unique segments per post?

Xandr typically responds to these requests within 1-3 business days.

Action Endpoint

https://streaming-data.appnexus.com/rt-segment

Connector Actions

Action Name AudienceStream EventStream
Add User to Segment
Remove User From Segment

Configure Settings

Go to the Connector Marketplace and add the connector. Read the Connector Overview article for general instructions on how to add a connector.

Action Settings - Parameters and Options

Click Next or go to the Actions tab. This is where you configure connector actions.

This section describes how to set up parameters and options for each action.

Action - Add User to Segment

Parameters

Parameter Description
AAID
  • Android Advertising Identifier.
  • The mobile device ID for Android devices.
  • Example: AEBE52E7-03EE-455A-B3C4-E57283966239
Xandr/AppNexus User ID
  • The User ID returned by the cookie match endpoint.
  • Example: 12345678900987654321

    In addition to configuring the connector, Tealium recommends pairing with the Cookie Match tag. This tag performs a cookie sync to exchange device IDs, which facilitates the server-to-server actions described below. (Learn more

IDFA
  • Identifier for Advertisers.
  • The mobile device ID for iOS devices.
  • Example: 6D92078A-8246-4BA4-AE5B-76104861E7DC
MD5 UDID
  • The MD5 hashed value of the User ID.
  • Example: 4a8a2b374f463b7aedbb44a066363b81
Open UDID
  • Deprecated, do not use.
SH1 UDID
  • The SHA1 hashed value of the User ID.
  • Example: F12877BFFD9C07E7224C9A6EFB7A709F4E29FDEA
SHA1 MAC
  • Deprecated, do not use.
Tealium Visitor ID
  • Deprecated, do not use.
Expiration
  • The lifetime of the user-segment association in minutes, starting from when we read it.
  • A value of zero (0) means that the segment never expires.
  • A value of negative one (-1) means that the user is to be removed from this segment.
  • Example: 1440
Member ID
  • The ID of the member that owns this segment or has been shared the segment by data provider Tealium.
  • Example: 9537
Segment Code
  • A user-defined name for the segment.
  • Example: mysegment-003
Segment ID
  • The segment ID.
  • Example: 12693755
Value
  • A numeric value that you assign to a segment.
  • Example: 0

Action - Remove User From Segment

Parameters

Parameter Description
AAID
  • Android Advertising Identifier.
  • The mobile device ID for Android devices.
  • Example: AEBE52E7-03EE-455A-B3C4-E57283966239
Xandr/AppNexus User ID
  • The User ID returned by the cookie match endpoint.
  • Example: 12345678900987654321
IDFA
  • Identifier for Advertisers.
  • The mobile device ID for iOS devices.
  • Example: 6D92078A-8246-4BA4-AE5B-76104861E7DC
MD5 UDID
  • The MD5 hashed value of the User ID.
  • Example: 4a8a2b374f463b7aedbb44a066363b81
Open UDID
  • Deprecated, do not use.
SH1 UDID
  • The SHA1 hashed value of the User ID.
  • Example: F12877BFFD9C07E7224C9A6EFB7A709F4E29FDEA
SHA1 MAC
  • Deprecated, do not use.
Tealium Visitor ID
  • Deprecated, do not use.
Segment ID
  • The segment ID.
  • Example: 12693755
Segment Code
  • A user-defined name for the segment.
  • Example: mysegment-003
Member ID
  • The ID of the member that owns this segment or has been shared the segment by data provider Tealium.
  • Example: 9537

Testing and Validation

Batching and Rate Limits

This connector leverages batch actions so that Tealium can manage high-volume data transfers to the vendor. Data queues in batched actions to be sent when the first one of the following three (3) thresholds is met:

  • 500 records
  • 10 minutes
  • Greater than (>) 1MB

The batching behavior described in the previous section is defined at the Action level. This means that for a given account and profile, each individual action is batched. If a profile contains multiple actions, Tealium individually batches each unique action when evaluating batch behavior.

Frequently Asked Questions

What are some example use cases that this integration supports?

  • Search or time-sensitive retargeting in RTB
    As a buyer or DMP, this service is useful if you would like to mimic search retargeting capabilities. As a user enters search keywords, you receive a server-side signal that triggers a server-side association to the segments. The user can then see ads that are relevant to their search, which enables you to capitalize on the immediate relevancy of the content for the user.
  • Page performance sensitive targeting
    Use this service if you want to avoid page load strain, but still want to be able to conduct retargeting without increasing the pixels present on the page.
  • Alternative real-time audience targeting
    The Instant Audience Service can also be used for transactional retargeting, in which user scores are computed based on offline data or modeling. This only requires an additional trigger to have the user added to a segment that you wish to buy against in real-time.
    A concrete example is, based on Clickstream data, a buyer computes a score for a user that has browsed three (3) products in the kitchen category of its site and pushes a segment value to based on this user score to immediately show them an ad for additional kitchen items.
  • De-targeting users who have converted
    To use your budget as efficiently as possible. This enables you to quickly de-target users that have already converted.

How often do User IDs expire?

Expires UIDs on a rolling basis such that the user IDs that have not been seen for the longest period of time are removed from our database to make room for new user IDs. If you upload UIDs that are very old, you may have a high percentage of invalid user IDs in your status report. Tealium keeps your cookie mapping fresh by requesting new UIDs at the start of each session.

How quickly are updates to segments activated by Xandr?

Xandr sets its target Service Level Agreement (SLA) for adding users to segments with the Instant Audience Service to two (2) minutes. In order to adhere to a maximum of two (2) minutes activation time, the Instant Audience Service currently has some limits, which Tealium has incorporated into the batching functionality. For additional details, see the Batching and Rate Limits section above.

Vendor Documentation