This article describes how to set up the Xandr (formerly AppNexus) Instant Audience service.

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.

Integration Type Tealium Product(s) Release Date
S2S Connector EventStream, AudienceStream 01 Sep 2019


  • Xandr Member ID shared with Tealium's Xandr member
  • Must contact your Tealium account manager for access

This integration is currently available by request only. The underlying integration uses features or functionality currently in either Alpha or Beta phase and is therefore subject to change. To request access, contact your Tealium account manager.

Getting Started

Obtain Authorization

To enable this integration, the Tealium Xandr member needs to share segments with the advertiser Xandr member. You need your Xandr member ID in order to submit your request.

Use the following steps to access the Xandr Console and retrieve your Member ID:

  1. Log into Xandr console.
  2. Navigate to the Advertisers page.
  3. Scroll to the bottom of the page and locate the Member ID.
  4. Copy the Member ID. This is a 4-6 digit number.

Use the following steps to access the new Xander Invest DSP:

  1. Log into the Xandr Invest DSP.
  2. Find the Member Name shown in the top right corner.
    This is the Xandr Services Network in the example.
  3. Hover over the Member Name to view the Member ID
  4. Copy the Member ID. This is a 4-6 digit number.
    The example uses 958.
    AppNexus Member ID.jpg

Submit a Product Support Request

Next, submit a Product Support request to, and copy Tealium using the following email template:

Dear Support team,

Please allow Tealium (member ID 9537) access to share segments into my seat ID: <YOUR ID HERE>.


Once this request is received, Xandr typically responds in 1-3 business days.

Request New Segments from Tealium

After your Xandr seat has been shared with Tealium, submit a request to the Tealium Support Desk detailing the new segments to be created and shared with your seat. Note: existing segments cannot be used with this integration. In your email, provide the following information:

  • Segment Names
  • Segment Descriptions
  • Segment Expiration, in days.
  • Member ID

    Segments with no expiration time expire from the server-side data store within 90 days. Changing this value does not retroactively affect users already in the segment. If a user is re-added, the expiration window resets. The maximum expiration is 180 days


Tealium responds to requests within 2-3 business days with the requested segment IDs and Segment codes for configuration in connector actions.

Once the segments have been created and shared with your member, you can see them in the console under Network > Segments > Segment Manager.

In addition to configuring the connector, we recommend 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.

Connector Actions

Actions Currently Supported

  • Add User to Segment – Adds a Tealium visitor to an segment
  • Remove User from Segment – Removes a Tealium visitor from an segment

Looking for a different action?

We are constantly updating and enhancing our integrations. If there is an action would like to see supported, let us know!

Action Endpoint

User ID Field

Field Name Description
  • Android Advertising Identifier.
  • The mobile device ID for Android devices.
  • Example: AEBE52E7-03EE-455A-B3C4-E57283966239
User ID
  • The User ID returned by the cookie match endpoint.
  • Example: 12345678900987654321
  • Identifier for Advertisers.
  • The mobile device ID for iOS devices.
  • Example: 6D92078A-8246-4BA4-AE5B-76104861E7DC
  • The MD5 hashed value of the User ID.
  • Example: 4a8a2b374f463b7aedbb44a066363b81
  • Deprecated, do not use.
  • The SHA1 hashed value of the User ID.
  • Example: F12877BFFD9C07E7224C9A6EFB7A709F4E29FDEA
Tealium Visitor ID
  • Deprecated, do not use.
  • Deprecated, do not use.

Segment Information Fields

Field Name


Example Value
  • 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.
Member ID
  • The ID of the member that owns this segment or has been shared the segment by data provider Tealium.
Segment Code
  • A user-defined name for the segment.
Segment ID
  • The segment ID.
  • A numeric value that you assign to a segment.

Testing and Validation

  • After segments have been shared with your member, you can see the segments listed in your segment manager.
  • Once actions begin firing correctly in Tealium, you will see the size of the segments begin to grow.
  • If you do not see Loads in Segment Manager after a few hours of triggering the connector successfully, raise a support request to Xandr and provide the segment ID(s) and your member ID.

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 any page load strain, but still 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 who have already converted.

How often do User IDs expire?

expires UIDs on a rolling basis such that the user IDs who 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 their 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 section.

Additional Resources