How Data Costs are Billed

The Salesforce DMP and Link are proud to offer a robust selection of second and third-party data for customers to utilize in the DMP for analytics (where data suppliers have allowed for that use case) in addition to targeting for activation in execution systems. These data provider partnerships are valued by Salesforce as they are important for customers to gain valuable insights and target appropriate audiences. As a result, Salesforce takes the responsibility of ensuring these providers receive compensation for the use of their assets very seriously.

Here is how customers are invoiced for specific data costs:

Building and activating a segment
The Salesforce DMP Platform is very flexible in its ability to allow a client to define segment rules. Specifically, the platform allows clients to build a segment based on any combination of one or more data providers' segments with one or more first-party data attributes.

The max CPM
As customers work in segment builder and add rules containing second and third-party data they will see a max CPM calculate. This is the maximum amount that the customer could ever be charged for a single impression. Here is how it is calculated:

AND.png
Rules are combined with an “AND” or “AND NOT” connector: the CPMs are added together

OR.png
Rules are combined with an “OR” connector: the highest CPM is displayed


Building the segment alone does not incur any data costs; the data costs are only invoiced when the segment has been activated within an execution system.


Usage Reporting
Salesforce DMP gets usage reporting from 3 different sources:

  1. Ad Logs – If you have given Salesforce access to your Ad Server’s ad logs or DFP API access, usage will be pulled directly from these.

  2. Vendor Reporting – The majority of execution systems integrated with the Salesforce DMP provide aggregate reporting for all segments sent from Salesforce back to the DMP. If you are using one of these systems usage will be pulled directly from these aggregate reports.

  3. Self-Reporting – If you are activating in a system that does not have the ability to send aggregate reporting then you are responsible for providing impression reporting at the DMP segment level each month. Salesforce DMP has instructions to help guide you through how to pull these reports from the various systems.

Allocating Impression Costs
Salesforce DMP has implemented a data provider allocation methodology known as "Fair Share" to determine the specific impression credit that will be assigned. This methodology evaluates the rules for an individual Salesforce DMP segment in light of the actual data provider segment membership and first-party data attributes of each user who was served an ad based on their membership in that Salesforce DMP segment.

The specific rules applied are described below:

Multiple Data Providers connected with an "AND"
Example: Salesforce DMP Segment Rule: DP1 = Value1 AND DP2 = Value2

Note
: Both Data Providers are required to serve the impression

Credit Allocation
:
Both DP1 and DP2 receive 1 full credit


Multiple Data Providers connecters with an "OR"
Example: Salesforce DMP Segment Rule: DP1 = Value1 OR DP2 = Value2

Credit Allocation
:
Only DP1/Value1 exists — DP1 receives 1 credit, DP2 receives 0 credit
Only DP2/Value2 exists — DP2 receives 1 credit, DP1 receives 0 credit
Both DP1/Value1 and DP2/Value2 exist — Both DP1 and DP2 get 1/2 credit


Multiple Data Providers connected with "AND" and Publisher Data connected with "AND"
Example: Salesforce DMP Segment Rule: DP1 = Value1 AND DP2 = Value2 AND PubAttrib1 = Value3

Note
: Both Data Providers and Pub attribute are required to serve the impression

Credit Allocation
:
Both DP1 and DP2 receive 1 full credit Scenario

Multiple Data Providers connected with "OR" and Publisher Data connected with "OR"
Example: Salesforce DMP Segment Rule: DP1 = Value1 OR DP2 = Value2 OR PubAttrib1 = Value3

Credit Allocation:
Only DP1/Value1 exists — DP1 receives 1 credit, DP2 receives 0 credit

Only DP2/Value2 exists — DP2 receives 1 credit, DP1 receives 0 credit

Only PubAttrib1/Value3 exists — No credit is given to either Data Provider

Both DP1/Value1 and DP2/Value2 exist, but, PubAttrib1/Value3 does not exist — Both DP1 and DP2 get 1/2 credit

All of DP1/Value1, DP2/Value2, and PubAttrib1/Value3 exist — Both DP1 and DP3 get 1/3 credit

The Actual Allocation & Invoice Amount
You can see the results of this allocation in various reports within your instance of the Salesforce DMP.

3rd Party Billing Report – all 3rd party data costs from systems that provide ad logs

Platform Billing Report

            • Link 3rd Party Billing Report– all 3rd party data costs from aggregate vendor reports
            • Link 2nd Party Billing Report - all 2nd party data costs from aggregate vendor reports
            • Link Adlog Billing Report - all 2nd party data costs from systems that provide ad logs


Best Practices

  • If you are using a system that does not provide aggregate level reporting set up an automated report to run monthly early on so you don’t need to worry about it each month. Most systems allow this report to be emailed directly to the Salesforce DMP billing team so you can set it once and not worry about it again.
  • When using a system that provides ad logs and/or API access for reporting set up get those connected with the Salesforce DMP at the time you integrate with that partner.
  • Use the max CPM to forecast estimated data costs for each segment in order to budget correctly.

 

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