As a publisher, you can target specific segments of your audience with DMP targeting. A Data Management Platform (DMP) is a third-party service that provides timely audience data that captures real-world behaviors and attributes. With audience segment targeting in a TAP flight you can target listeners more precisely than with conventional targeting like geography or content type. Audience segment targeting lets you specify your listener's needs and behaviors.
Ejemplos:
Auto intenders
Frequent travelers
Healthcare decision makers
Home improvement shoppers
Also see:
A DMP Provides Specific, Timely, Trusted Data
A DMP is a third party service that provides a trusted source of audience data. It collects large amounts of data from many sources to determine audience characteristics like demographics and behaviors. It then applies analysis to build a taxonomy and audience segments:
Taxonomy: Defines each of the segments that audience members can be a part of.
Audience segment: A group of listeners that the DMP has assigned to segments in the taxonomy, called listener mapping. The listeners in each segment share specific characteristics, like demographics, behavior, interests, and value.
A DMP collects and analyzes this data constantly, and sends updates to Triton every day. These updates are secure and follow industry standards for privacy.
TAP Integrates with DMPs
TAP integrates with a few third-party DMPs to get audience segment data. To use audience segment targeting, you must have a direct account with a DMP. In the DMP, you can also define your own custom audience segments, which are then securely pushed to Triton so you can use them in TAP flights.
From DMP to Ad Insertion
Here is the flow of data from a DMP to TAP so that you can apply audience segment targeting to your TAP flights.
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1. DMP Collects and Analyzes Data
The DMP collects audience data from many sources, including activity from websites and apps, and CRM (customer relationship management) systems. It then analyzes this data to build a taxonomy and assign audiences to segments.
2. DMP Uploads Daily Listener Mappings
Every day, the DMP uploads the latest audience segments to Triton Digital. This data contains rows of data, where each row specifies:
Anonymous identifiers such as IP, MAID (mobile advertising ID), or cookies
Associated audience segments
3. Profile Enrichment
After receiving the latest data from the DMP, Triton applies profile enrichment. Profile enrichment combines data that Triton has about your listeners with the data that the DMP has provided:
Triton matches listener profiles with identifiers in the DMP data.
If a match is found, Triton adds the relevant segment to the listener’s profile.
If a listener no longer qualifies for a segment, Triton removes the segment from their profile.
Audience membership is dynamic and refreshed daily to give you timely, specific information about your listeners:
No outdated targeting
Continuous accuracy
Alignment with real-world behavior changes
4. Match Eligible Flights
Triton uses this enriched profile data to apply to TAP flights that target audience segments.
When a listener triggers an ad request, the Triton ad engine evaluates the listener profile. If a flight targets an audience segment present in that listener's profile, the flight is eligible to serve.
5. Insert Ad
For eligible flights, Triton inserts ads that match your listeners' intentions or behaviors. Everything happens in real time, with no impact to listener experience.