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Implementation Tidbits: AAM Configuration and Implementation

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Pallavi_Priya

Employee

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Pallavi_Priya

Employee

Pallavi_Priya
Employee

28-05-2018

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This section outlines and explains the processes related to getting started with the Audience Manager data management platform (DMP). It is designed to help business teams, project managers and technology managers understand the Audience Manager implementation process. The objective of this phase is to implement the AAM Code in your environment and to ensure that data collection, ID syncs and media tagging are working and destinations are configured.

Implementation Overview

Getting started with Audience Manager can take approximately six weeks to three months, depending on your data collection needs.

Below mentioned are the concepts that are part of the implementation process:

Media Tagging – Provides document for deployment for both media pixel deployment. You can capture data from media campaigns using pixel calls to Audience Manager (often called pixeling the creative) or by ingesting log files. Tag management is a key feature of the Audience Manager platform. Tag management consists of two core components: JavaScript container code and a graphical user interface that helps you manage tags for deployment and data collection on your website.

To get more insights on capturing Campaign data via pixel calls. Refer this link .

Offline data collection – This is one of the most important step of the AAM Implementation process.  The onboarding of data into Audience Manager consists of two core components:

  • ID synchronization
  • Inbound Data File (. sync file or .overwrite file)

Refer this link for more detailed information.Also, there are two ways through which a client can share the data with Audience Manager or vice versa:

  • FTP location
  • S3 location(more recommended)

To get more insights on Inbound data files (FTP and S3). Visit the below mentioned link:

Inbound Data File Name: Syntax and Parameters for FTP

Inbound Data File Name: Syntax and Parameters for S3

Inbound Data File Contents: Syntax, Variables, and Examples

File Compression for Inbound Data Transfer Files

Cross device Tracking - These days, consumers can jump to any channel or device — at any time. The customer journey is no longer linear. But this doesn’t make targeting impossible. It makes it more important than ever. Adobe uses cross device targeting that allows you to track people’s movements across devices leading up to a sale. For targeting people across different devices, Adobe uses Profile Merge Rules (PMR). PMR options let you expand or tighten audience focus on specific audiences based on business needs or goals.

Refer this link for more detailed information on Cross Device Targeting.

DIL Code for 1st party data (Server-Side Integration) – Server Side Integration is recommended when Adobe Analytics is already implemented on the client’s site. This is used mostly for A4T customers with mixed server- and client-side implementations of Target, Analytics and ID service. DIL is an API library. It is not required to use Audience Manager, but the methods and functions DIL provides means you don't have to develop your own code to send data to Audience Manager. Also, DIL is different than the API provided by the Experience Cloud ID service. That service is designed to manage visitor identity across different Experience Cloud solutions.

By contrast, DIL is designed to:

  • Make event calls and send data to the Data Collection Server.
  • Send data to destinations.

Refer this link for more information on Server Side Forwarding

DIL code for 1st party data - Provide tech spec for deploying DIL code for both on-page method and using DTM

(Used when Adobe Analytics is not available)Refer this URL for more information.

Second Party Data Collection – Second-party data comes from a strategic business partner (it's not publisher data). This information is collected and managed just like first-party data. In a second-party-data scenario, advertisers send their own data assets to publishers so they can combine that information with the publisher’s data and then execute a more targeted advertising program. Furthermore, publishers can extend their audience pool by partnering with their advertisers. In most cases, these arrangements involve contractual relationships limited to putting the Audience Manager container tag on the partner site to facilitate data collection and sharing.

Refer this link for more detailed information.

Third Party data share: Third-party data is information collected and shared by vendors outside of Audience Manager. Third-party data can be used to qualify existing data segments (for example, age, household income, and so forth), provide data that is in demand but not otherwise available, or be used in lookalike modeling against a known user base from first-party and second-party data. Audience Manager works with many third-party data providers and will help you understand the type of data these data providers collect so you can make the right strategic deals with each provider.

Refer this link for more detailed information.

Destinations: In Audience Manager, a destination is any third-party system (ad server, DSP, ad network, etc.) that you want to share data with. Destination Builder is the tool you used to create and manage cookie, URL, or server-to-server destinations.

Advantages of having destinations:

  • Protect data value
  • Take action on your data
  • Reduce technical overhead

Refer this link for more detailed information.

Audience Optimization Reports Implementation - The Audience Optimization reports use data visualization methods to return information on the destinations in your Audience Manager account. In each report, you can click on almost any data point to return detailed information about that item. These reports are not available by default. Contact your Audience Manager consultant to get started.

Refer this link for more detailed information.

Audience Analytics - Adobe Audience Manager (AAM) is a powerful data management platform that helps you build unique audience profiles from first-party, second-party/partner, and third-party data integrations. For advertisers, these audience profiles help define the most valuable segments to use across any digital channel.

With the Audience Analytics integration in place, you can incorporate AAM audience data such as demographic information (e.g. gender or income level), psychographic information (e.g. interests and hobbies), CRM data, and ad impression data into any Analytics workflow.

For more detailed information. Refer this link.