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Using First Party Audience Data


When an ad is personalized based on an advertiser's first party data, the Canned Banners Dynamic Ads platform requires two key elements:

  1. A way to identify the viewer – This could be an viewer ID from a DSP (Demand Side Platform) or DMP (Data Management Platform), a sync'd cookie ID, an IP address range, a device ID, a hashed ID, etc.
  2. A message for the viewer – When viewer 12345 sees an ad, there must be a message already assigned. Canned Banners requires a pre-defined lookup table of viewer IDs and the message that goes each ID should see.

These elements are described in more detail below.

First-party audience ID

This is the first-party ID that Canned Banners uses to identify the viewer and personalize the ad. In order for any first-party data implementation to work, there must be a way for the ID to be passed into (shared with) the ad.

Examples of first-party ID types

Type Description Source
IP address/range IP addresses or IP blocks/ranges IP address can be fetched directly from the viewer.
DSP/DMP Audience ID The Audience ID used by a DSP or DMP. This could correspond to a cookie ID, cross-device profile ID, etc. Creative macro populated by a DSP or an adserver.
Device ID A mobile device ID. Note that Device ID will not work for desktop ad inventory. Creative macro populated by a DSP or an adserver.
Sync'd cookie ID During a customer website visit, the advertiser could push its internal visitor cookie ID to Canned Banners via the 'intCode' pixel param.

Sync'ing could also occur at runtime during an ad impression if the advertiser has a web service to transmit the viewer's cookie ID in real time.
Canned Banners would receive the device ID from a creative macro.

Sample audience list

Within an audience list, every ID in the target segment is listed, along with a corresponding message ID.

Viewer ID Message ID
phlEwoeg3u0r4ayo 2
f6anLURledi9Stl0 4
splE1IU2iEwriE8h 1
qiebou24afrlUspI 2
mIaPiaspluw1ouwR 1
dLezoubr9es3ub1a 3

Message data

The advertiser must also supply a separate file of ad messages. Messages are organized by Message ID (as seen in the sample Audience List above). The exact content of a message is flexible, but every member of the audience segment must have at least one Message ID assigned.

Sample message data

Message ID Headline Clickthrough URL
1 Buy a blue shirt!
2 Buy black pants!
3 Buy grey pants!
4 Buy red socks!

Uploading data

Audience and Message data can be hosted for Canned Banners to download or can be uploaded via FTP. See more details in the 'Data Feed uploads' section here.

Personally-identifiable information (PII)

Canned Banners will not accept PII as part of a campaign. IDs and messages may contain only non-PII information.

Contact us to learn more about the Canned Banners Dynamic Ads platform.