Activation Partner Guide


This document provides a step-by-step approach to pushing client data from the Salesforce Data Management Platform to Activation/Execution Partners such as Demand Side Platforms (DSP), Supply Side Platforms (SSP), Ad Networks, and Exchanges. For simplicity the rest of the document refers to all Activation/Execution Partners as Data Receivers.

Salesforce Audience Studio supports data transfer via the Server-to-Server method. This method involves a cookie-match and subsequent pushing of data in batch. The server-to-server method is described in greater detail below.

Due to Audience Studio Client Privacy Policy, Audience Studio will send Client segment names to Activation Partners upon written request by Client.  To begin receiving Client segment names, have Client send request to

Server-to-Server Integration

Server-to-Server integration involves the following steps:

Step 1: Cookie Matching

This step executes a Cookie Match with the Data Receiver via a cookie-match URL. Audience Studio stores the user match table and all data is keyed off the Data Receiver’s User ID.

Audience Studio will provide a user match pixel which is of the following format:

YYY=partner name assigned by Audience Studio to the partner
ZZZ=partner userid for the user

The above cookie match url works for both secure and non secure ports. However, we prefer that the data receiver fires the secure url.

The cookie match can be initiated in two different ways.

1.  Partner calls the user match pixel:
Audience Studio requires that data receiver fires our user match pixels all across their network. The Data Receiver should fire the Audience Studio user match pixel across their network for maximum scale of client campaigns. Our user match pixels support both secure and non-secure ports and should be called from both places.

An example:

YYY = the partner name assigned by Audience Studio
ZZZ = the partner's userid

The above pixel returns a 204 No Content HTTP Response.

2. Audience Studio calls the partner redirect pixel:
Audience Studio calls partner's cookie-match URL on the relevant client pages and on ad campaigns. All pixels are frequency-capped appropriately per day per user per domain. This url has to be a redirect url which in turn calls Audience Studio usermatch pixel after it appends the partner user id to the Audience Studio usermatch pixel.

An Example:

XXX = the id that the partner assigns to Audience Studio
YYY = the partner id assigned by Audience Studio
ZZZ = the partner's userid

The above pixel returns a 204 No Content HTTP Response.

Note that Audience Studio can call another pixel's redirect, but Audience Studio does not support redirect alone.

Step 2: Data Location

Audience Studio will grant access to the Audience Studio Amazon credential generation tool, giving the Data Receiver access to user audience segment map via an Amazon S3 folder in Audience Studio's Amazon account.

The data is specified in the following folder:


<partner_home_directory>: directory provided to the partner by Audience Studio
<date>: date which is of the format YYYY-MM-DD (2016-09-01). The date corresponds to the date that the data was uploaded
<client_name>: Audience Studio client for which data is provided
<account_name>: Audience Studio Client account name for which data is provided
<files>: One or more files with data. The content of these files are described below in Step 4

Step 3: File Details

Audience Studio will deliver one or more .gz compressed data files each day to partner specific S3 bucket containing the daily segment map information.  The delivery location will remain constant, though the number and naming of files may vary due to back end processing.

Audience Studio will send file uploads each day.  Once the Data Receiver specifies the type of match keys accepted (cookie, mobile ID), Audience Studio will configure the jobs to push the accepted types.  Files will be separated based on Match Key, and the file name will be prepended accordingly.

A <YYYY-MM-DD>.COMPLETE file will be available when all files per day have been generated.  This indicates files are ready for import into your platform.  If the Data Receiver does not see any data files on Amazon S3, then either there were no segments to be pushed that day, or the push timed out, in which case Audience Studio will be notified by our monitoring systems and will work to fix the issue. The Data Receiver is responsible for picking up the files from S3 for ingestion. Audience Studio ensures User Audience files stay in the folder for at least 7 days.

Following is an example of a daily push of cookies and mobile IDs into a Data Receiver’s folder.











Step 4: File Delivery and File Format

There are four options for file delivery, and corresponding file formats.  With all options, Audience Studio provides the Data Receiver User Audience Segment Map files in CSV format. The file uses a Caret (^) as the delimiter and has 2 columns:  

Partner User ID^Segments

the Partner ID is either the matched User ID via the cookie matching process described above or the IDFA and or AAID in the case of mobile app.

If there are multiple segments per user ID the separator is Comma (,).  Segment IDs are unique, alphanumeric segment IDs in Audience Studio.  


Option 1: Incremental Refresh (Standard)

File format: UserID^SegmentID1,SegmentID2,SegmentID3

In incremental pushes, each UserID line is a full refresh of segments for that user, which means that if if Day1 the UserID were in 3 segments, but Day2 the User dropped out of Segment3, the files would look like:

Day1: UserID^SegmentID1,SegmentID2,SegmentID3

Day2: UserID^SegmentID1,SegmentID2

In this option it is expected that the partner removes the user from Segment3.

Option 2: Incremental Refresh with Full Update

File format: UserID^SegmentID1,SegmentID2,SegmentID3

With this option, the partner specifies a refresh cadence X, and then Audience Studio will send incremental files for X-1 days and a full refresh every X days.  On the incremental refresh days, there will be a corresponding COMPLETE.INCR file.  On the full refresh days, there will be a corresponding COMPLETE.FULL file.

Note: Partners requesting this option must also provide the refresh cadence (eg: 30 days).

Option 3: Incremental Refresh with Add/Remove/Final 

File format: UserID^add:SegmentID1,SegmentID2;remove:SegmentID3;final:Segment1,Segment2,Segment4

This option has a different file format than the full and incremental options, but has the benefit of denoting which segments were added and removed.  This may be helpful for partners who do not want a full refresh but who want to track which users are removed from which segments for the purpose of respecting consumer consent.

Option 4: Full Refresh

File format: UserID^SegmentID1,SegmentID2,SegmentID3

With full refreshes, the file will contain the full list of users and segments. 

Usage Reporting

Please see our article that describes the required monthly usage reporting requirements.

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