Using a Media DCR as an advertiser or agency

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This page describes the use of the Media DCR as an advertiser or agency user. The latter has largely the same permissions as the advertiser, but cannot provision data.

Provision data - The data tab

The first step is to provision audience data to the Media DCR. The dataset must contain the following columns:

• matchingId - This is the identifier that will be matched against the publisher audience. It must match the matching ID type selected in the creation of the Media DCR, see Creating a Media DCR. To check which matching ID type has been set, you can expand the accordion to the left. A given matching ID may appear in more than one audienceType.
• audienceType - Users with the same audienceType share common characteristics. All analytics dashboards and lookalike models are computed separately for each audienceType. This is purely for convenience and comparability, you would get the same insights and audiences if you ran one Media DCR per audienceType.

The combination of matchingId and audienceType should be unique. Duplicates will be automatically removed. It is possible to upload a single column dataset, in which case this field may be filled with a default value.

Input Table Example

matchingId	audienceType
e4191e26a5d04a3d8ae9008189a0db7168aba7e8b92944ae90c6a15283e22e2b	Sneaker Campaign
fb3f59dbe51d42f3bf4f826ac5c22f1f13d2d9e464804539ad59417827706bbd	Sneaker Campaign
fb3f59dbe51d42f3bf4f826ac5c22f1f13d2d9e464804539ad59417827706bbd	Athleisure Campaign

It is possible to upload a new dataset or select an existing one. Please check Data management for more details about how to get data into Decentriq.

Gain insights - The insights tab

This tab is available if the collaboration type Insights has been enabled in this Media DCR. All users in the Media DCR have access to the insights tab.

As soon as data is available from both publisher and advertiser, the insights will automatically be computed. This may take up to several hours, depending on the data size. The result is a dashboard that displays analytics designed to help understand the advertiser's audience in terms of the publisher attributes. There are four views:

1. Basic: a quick overview of the match rate, demographic overlap, and top segments.
2. Detailed: a deeper view, showing how demographics and segments interact in combination with each other.
3. Comparison: a side-by-side view of different advertiser audiences.
4. Explorer: a custom data visualization engine that allows looking at different slices of data along different axes using dropdowns.

The insights can be used for:

• Creating captivating and targeted creatives: by getting insights into the audience's preferences and interests, it enables the design of compelling and highly relevant creative content.
• Picking the right inventory: advertisers can make informed decisions about selecting the most suitable inventory for their campaign.
• Planning contextual campaigns: identify relevant contexts and environments where the campaign can be most effective.

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• The insights are calculated based on the overlap between the advertiser customer list and the publisher audience. A small overlap ratio does not necessarily mean that the publisher audience is not relevant to the advertiser. It just means that the insights are based on a smaller sample size. Using lookalike modeling, it is possible to expand the audience to the desired reach for targeting.
• If the dashboard shows that there were not enough users in the overlap, it is likely that there was an issue with the matching ID. Please check again that the ID type is the one agreed between publisher and advertiser, and if hashing was required that it has been applied as expected.
• Affinity ratio is used in several metrics. It is calculated for a given segment as the ratio of "Share in overlap" to "Share in matchable publisher audience" (users in the publisher audience who have a matching ID).
• Privacy measures (aggregation, noise, rounding, suppression) are applied to the data to ensure that no individual user can be identified. This is done by aggregating the data and only showing insights that are statistically relevant.
• If the Show absolute audience sizes setting was disabled, the charts will only show relative values.

Create Audiences - The audiences tab

This tab is available if at least one of the collaboration types Remarketing, Lookalike audiences or Rule-based audiences have been enabled in this Media DCR. Only advertiser and agency users have access to the audience tab to create new audiences (publisher users can see audiences made available to them).

Audiences in the list can be made available to the publisher for export via the Make available to the publisher button. If the Media DCR has the Allow advertiser and agency to export audiences setting enabled, the advertiser or agency user can export the audience directly as well.

With Remarketing collaboration type enabled

The remarketing audiences are computed automatically and listed as All publisher users in 'audienceType' for each audienceType in the advertiser's dataset. Each such audience corresponds to the overlapping users between the advertiser's users of this audienceType and the publisher's registered users.

With Lookalike audiences collaboration type enabled

To create a lookalike audience, click on "Create new audience" and choose AI lookalike audience. You can choose the desired precision and reach trade-off using the slider and whether you want to exclude the seed audience from the output. The computation of the audience may take a while but you can already save it to the audience list.

With Rule-based audiences collaboration type enabled

To create a rule-based audience, click on "Create new audience" and choose Rule-based audience. You can select the audiences to combine and filter on. The computation of the audience may take a while but you can already save it to the audience list.