Understanding 2p/3p Data Usage Invoices

Salesforce bills clients for any 2nd or 3rd party data that was activated--or targeted--in an external platform, such as a DSP.  This is done by Salesforce processing impression level data from the external platforms.  The sources of this data can include ad logs, system reports, platform APIs, or client-pulled reports from the external platform.

Instructions for activation or external system partners to report data usage directly to Salesforce can be found here: Activation Partner Monthly Usage Reports

When reports are not received directly from activation partners, customers are required to report their data usage for those partners directly in the UI.

 After Salesforce has ingested the data, an algorithm is run to allocate impressions to the particular data providers using a fair share attribution model.  Salesforce then generates and delivers the appropriate invoices to customers, and after payment is received, Salesforce pays the data providers accordingly. Salesforce simply acts as a financial clearinghouse in this situation, and passes on the revenue earned to 2p and 3p data providers.

Salesforce creates one invoice for 2nd party data usage and a separate invoice for any 3rd party data usage.  These invoices are generated at the organization level, not at the Salesforce Audience Studio account level.  So if your organization has three different Audience Studio accounts, you would receive one invoice for say the 3rd party data used in all three accounts.  Invoicing is not done at the account level, since the contract itself is at the organization level.  If your organization has a requirement to invoice by account, please speak to your account representative for more details regarding your options.

Data Usage invoices are also delivered to the organization that holds the contract.  Sometimes clients would like these invoices delivered to a third-party instead, such as their agency.  Unfortunately, we again cannot support this due to the contractual obligations.  However, if it helps with the invoice processing, we may be able to include an agency’s name on the invoice.  If this is desired, please speak to your account representative about it.

The invoices and reports are broken out at the segment level, with the costs associated for each data provider that were used to define the segments.  Sometimes clients would like this broken down further by other dimensions such as the brand or campaign involved.  The Salesforce Audience Studio itself cannot do this directly because we simply don’t have the data needed to do so.  Typically, when an activation partner provides Salesforce with the impression data, they provide it broken out by the segment that was targeted, and then report on the number of impressions delivered to that segment.  They don’t include any brand information or the campaign, placement, or any of the ad server data that you might see in their reporting. 

Since the data isn’t typically included, Audience Studio can’t use it to break out the reporting/invoices.  However, it is possible for clients to provide the data by how the segments are set up in Audience Studio.  If the segment names follow a consistent pattern, and the segment name includes a code representing the dimension the client is interested in – like the campaign involved – than the Salesforce operations team can use that data to further break out the reporting.  If you don’t want to include the information in the segment name, you can also enter it into the category or sub-category fields in Audience Studio as well to accomplish the same thing.  Doing this, though, does require that you are consistent with the data – so it has to be in the exact same location on all segments.  It also requires that you create segments at the dimension you want to use.  For instance, if you wanted to break things out at the campaign level, you would need to create a segment per campaign, and couldn’t use the same segment for multiple campaigns.

Salesforce is discussing this problem with the activation partners, in the hopes of getting this data delivered to Audience Studio, and thereby letting Audience Studio do this type of break out automatically.  It will be announced once it is an available feature.  Please note that this still won’t allow for separate invoices at the dimension level since the invoices are required to be at the contracted organizational level. 

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