Ad Server Integration for Yield Analytics

Ad Server Integration

Salesforce DMP's Yield Analytics reports allow you to understand and analyze audience segment delivery and yield across all ad impressions, irrespective of whether an ad was targeted to an audience segment or not. The "raw" ad impression delivery information is combined with the user audience segment map managed in the Salesforce DMP to produce these audience segment delivery and yield reports.

Salesforce DMP requires access to the "raw" ad impression information via ad impression log files. Please refer to your contract and coordinate with your Salesforce DMP Solutions team on how these log files will be accessed for your account.

The ad impression log file contains a record of every impression delivered, and each impression delivery record must contain the Krux User ID of the user who saw the ad. Note that it is not required for every delivery record to contain the Krux User ID; Salesforce DMP simply ignores the records that don't contain the Krux User ID, but the accuracy of the reports is directly proportional to the number of records that contain the Krux User ID.

The following sections describe the format of the Ad Server Log files that can be ingested by the Salesforce DMP to generate audience segment yield analytics reports for all direct-sold inventory that is managed by your first party ad server.

Ad Server Logs

DFP/DFA

Custom Ad Servers

DFP/DFA "Data Transfer File" Integration and API Access

Contact your DFP/DFA account manager and issue a request for Salesforce DMP to obtain access to the Data Transfer files described below. Complete the attached Data Transfer form and include in your request.

DFP/DFA makes this data available through Google Cloud Storage.  For a quick check via a browser, access through a URL like https://console.cloud.google.com/storage/browser/gdfp-####, with access managed by your Google Group.  See here for more information.

Data Transfer Files (NetworkImpressions and NetworkClick)

1.  Your Google representative will supply a Data Transfer setup form.  Please request following fields:

  • Date
  • Time
  • UserID
  • AdvertiserID
  • OrderID
  • LineItemID
  • CreativeID
  • CreativeVersion
  • CreativeSize
  • AdUnitID
  • CustomTargeting
  • Domain
  • TimeUsec2
  • AudienceSegmentIds

See a full description of fields and types and download a sample request form

2. Salesforce DMP requires API access to pull the following information:

  1. Campaign and Ad metadata (mapping IDs to Names)
  2. O&O usage reports for Interchange billing (also a pre-requisite for #3)
  3. 3rd party billing reports (dependent on #2, need to know which campaigns/ads were targeted to Salesforce DMP segments)

Since the Data Transfer files only provide IDs, we require the API access to map those IDs to Names. Because DFP has an API that is well documented, we use that to pull the required information described.

To set up API access

  1. Log into DFP
  2. Create a new user for krux.dfpp@gmail.com
  3. Check "All Entities" Under "Teams". This user should be associated with both the API and the Google Cloud Storage access for the Data Transfer Files.
  4. Once Salesforce DMP has both access to the API and Data Transfer files, we can enable Yield Analytics, O&O reporting and 3rd party billing.

When complete, contact your Salesforce DMP representative to verify.

Setup Interchange snippet

The Krux user ID (kuid) must be present in the Data Transfer Files to analyze all the audiences the campaigns have reached.  This is accomplished by passing the kuid in each ad call on all web pages.  Refer to this guide.

 

Custom Ad Servers

Salesforce DMP can ingest log files from other ad servers provided that the files are in the standard format described below.  The Salesforce DMP team will first work with you to design and build the integration that will send the Krux User ID and the User Segments into the Ad call.  Once that integration is complete, Salesforce DMP requires the Krux User ID to be available in the Ad Server logs in order to generate the audience segment yield analytics reports.

This integration requires files to be exchanged between Salesforce DMP and the Custom Ad Server using Amazon S3. The Client can make the files available on a bucket in Salesforce DMP's Amazon S3 account or Salesforce DMP can pull the files from a bucket in the Client's Amazon S3 account.  

  • The directory structure should be: client-<client>/adlogs/<source>/YYYY-MM-DD/ 
  • Files should be delivered daily before 5:00 UTC, and may be zipped or unzipped (multiple files in each daily folder are also accepted)
  • The header should be included
  • Records must be caret (^) delimited

Salesforce DMP has a two level model for organizing the metadata associated with an Ad:

  1. Campaigns
  2. Ads where a Campaign consists of multiple Ads

Some systems use Orders and Line Items and in that case, a Campaign in the Salesforce DMP platform maps to an Order in the partner system and an Ad in the Salesforce DMP system maps to a Line Item in the partner system. In addition to the raw ad impression delivery data, we require the metadata file for Campaigns and Ads. This can be one file that contains information on both Campaigns and Ads or two files that contain information for Campaigns only and Ads only respectively. Details on the metadata files are provided below. 

The raw delivery log file contains the following columns:

  1. Timestamp: the time at which the ad was served (Salesforce DMP can accommodate many date/time formats; 2 common formats are: YYYY-MM-DD hh:mm:ss or the Unix timestamp – the number of seconds since January 1, 1970)
  2. User ID: the Krux User ID of the User who saw the ad
  3. Campaign ID (or Order ID): the ID of the Campaign that contains the ad
  4. Ad ID (or Line Item ID): the ID of the Ad that contains the creative for the ad.
  5. Ad Size: the size of the creative (728x90, 300x250, etc.)
  6. TargetedKruxSegments: a comma separated list of Salesforce DMP Segment IDs that were used to target this ad impression (this field must be populated if the Ad is targeted to one or more Salesforce DMP segments)

Salesforce DMP recommends that the Client also provide "clicks" and "conversions" (or "actions") log files that contain a record of every click (and respectively, conversion or action) generated by users that see the ads in the ad impression delivery log file. This will help you understand audience segment yield for CPC and CPA as well as CPM campaigns. The format for the "clicks" and "conversions" log files is the same as the "impressions" log file.

The aggregate delivery log file contains the following columns:

  1. Day: in YYYY-MM-DD format (e.g., 2013-01-05)
  2. User ID: the ID of the User in the partner's system that saw the ad
  3. Campaign ID (or Order ID): the ID of the Campaign that contains the ad
  4. Ad ID (or Line Item ID): the ID of the Ad that contains the creative for the ad.
  5. Ad Size: the size of the creative (728x90, 300x250, etc.)
  6. TargetedKruxSegments: a comma separated list of Salesforce DMP Segment IDs that were used to target the ad impressions (this field must be populated if the Ad is targeted to one or more Salesforce DMP segments)
  7. Impressions: the total number of impressions aggregated over columns 1-5.
  8. Clicks: the total number of clicks aggregated over columns 1-5.
  9. Conversions: the total number of conversions (or actions) aggregated over columns 1-5.

 

 

 

 

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