Activation Partner Guide

Introduction

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 DMP 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 Salesforce DMP Client Privacy Policy, Salesforce DMP will send Client segment names to Activation Partners upon written request by Client.  To begin receiving Client segment names, have Client send request to [email protected].

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. Salesforce DMP stores the user match table and all data is keyed off the Data Receiver’s User ID.

Salesforce DMP will provide a user match pixel which is of the following format:

https://beacon.krxd.net/usermatch.gif?partner=YYY&partner_uid=ZZZ

Where:
YYY=partner name assigned by Salesforce DMP 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:
Salesforce DMP requires that data receiver fires our user match pixels all across their network. The Data Receiver should fire the Salesforce DMP 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:

https://beacon.krxd.net/usermatch.gif?partner=YYY&partner_uid=ZZZ

Where:
YYY = the partner name assigned by Salesforce DMP
ZZZ = the partner's userid

The above pixel returns a 204 No Content HTTP Response.

2. Salesforce DMP calls the partner redirect pixel:
Salesforce DMP 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 Salesforce DMP usermatch pixel after it appends the partner user id to the Salesforce DMP usermatch pixel.

An Example:

https://kruxpartner.net/cookiematch?partner_id=XXX&redir=https://beacon.krxd.net/usermatch.gif?partner=YYY&partner_uid=ZZZ

Where:
XXX = the id that the partner assigns to Salesforce DMP
YYY = the partner id assigned by Salesforce DMP
ZZZ = the partner's userid

The above pixel returns a 204 No Content HTTP Response.

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

Step 2: Data Location

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

The data is specified in the following folder:

s3://<partner_home_directory>/<date>/<client_name>/<account_name>/<files>

Where:
<partner_home_directory>: directory provided to the partner by Salesforce DMP
<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>: Salesforce DMP client for which data is provided
<account_name>: Salesforce DMP 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

Salesforce DMP 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.

Salesforce DMP will send file uploads each day.  Once the Data Receiver specifies the type of match keys accepted (cookie, mobile ID), Salesforce DMP 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 Salesforce DMP 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. Salesforce DMP 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.

2016-09-09.COMPLETE

AAID_<account_name>_segments_map_2016-09-01.csv-r-00000.gz

AAID_<account_name>_segments_map_2016-09-01.csv-r-00001.gz

AAID_<account_name>_segments_map_2016-09-01.csv-r-00002.gz

COOKIE_<account_name>_segments_map_2016-09-01.csv-r-00000.gz

COOKIE_<account_name>_segments_map_2016-09-01.csv-r-00001.gz

COOKIE_<account_name>_segments_map_2016-09-01.csv-r-00002.gz

IDFA_<account_name>_segments_map_2016-09-01.csv-r-00000.gz

IDFA_<account_name>_segments_map_2016-09-01.csv-r-00001.gz

IDFA_<account_name>_segments_map_2016-09-01.csv-r-00002.gz

Step 4: File Delivery and File Format

There are four options for file delivery, and corresponding file formats.  With all options, Salesforce DMP 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

Where:
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 the Salesforce DMP.  

Option 1: Full Refresh

File format: UserID^SegmentID1,SegmentID2,SegmentID3

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

Option 2: Incremental Refresh

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 3: Incremental Refresh with Full Update

File format: UserID^SegmentID1,SegmentID2,SegmentID3

With this option, the partner specifies a refresh cadence X, and then the Salesforce DMP 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 4: 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.

Usage Reporting

The Data Receiver must report on the usage of data in targeted impression volumes by segment. The preferred method of reporting is an ad log that shows segments used by Segment ID provided. At a minimum, the ad log would contain:

• Campaign ID
• Segment ID
• Date/Time served
• Impressions

As an alternative to providing an ad log, the Data Receiver can provide data usage information via self-reporting. Reporting must be completed by the 5^th day of the month following the data usage. Template is below and needs to be a .CSV file. Reports to be sent to [email protected].