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:
Table of Contents Placeholder
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:
- 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.
- Do you need to populate segments belonging to other members?
- If so, provide the associated
member_ids
. Tealium's Member ID is 9537.
- 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.
- 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 |
|
SH1 UDID |
- The SHA1 hashed value of the User ID.
- Example: F12877BFFD9C07E7224C9A6EFB7A709F4E29FDEA
|
SHA1 MAC |
|
Tealium Visitor ID |
|
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 |
|
SH1 UDID |
- The SHA1 hashed value of the User ID.
- Example: F12877BFFD9C07E7224C9A6EFB7A709F4E29FDEA
|
SHA1 MAC |
|
Tealium Visitor ID |
|
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