Seller Defined Audiences/Context implementation

Overview

Seller Defined Audiences (SDA) and Seller Defined Context (SDC) are IAB Tech Lab specifications helping publishers in leveraging their first-party data to monetize their audiences/contexts. SDA/SDC work without the need to use ID-based identity solutions, such as third-party cookies or universal ID solutions. Instead, publishers translate their anonymized first party data into audience cohorts built from user interactions and other data points. 

Setup

The key setup steps to complete before starting to send SDA/SDC data are: 

• the publisher or the data management platform creates audience segments based on the IAB Tech Lab Audience Taxonomy or another taxonomy
• the publisher or the data management platform synchronizes their segments using one of the two methods described in these articles
  • for Seller Defined Audiences: Audience data — API integration — v2 (chapter "Segment API") and Audience data — batch file integration (chapter "Managing the segment taxonomy").
  • for Seller Defined Context: Contextual segments — URL/BundleID batch file integration (chapter "Managing the segment taxonomy")

Send SDA/SDC data by integration type

Equativ is able to ingest SDA/SDC date in most of its integration types. The chapters below explain how to send the data in each type of integration with Equativ.

Send SDA/SDC data in smart.js integrations

Smart.js integrations are client to server integrations where ad requests are managed through the implementation of Equativ's smart.js library in the publisher's pages. SDA/SDC data can be sent using the sas.setSda and sas.setSdc methods. Read section "Seller defined Audiences/Context data" in the Tagging guide 3 - advanced features article.

Send SDA/SDC data in Ad API integrations

SDA/SDC data can be sent in Equativ's POST Ad API only. The GET Ad API is not supported. Refer to sections "Object: Sda" and "Object: Sdc" in the POST Ad API reference for more details.

Send SDA/SDC data in openRTB integrations

In openRTB integrations:

• SDA data is sent using the user.data object - see OpenRTB API for suppliers — Bid request specification — Part 1 (chapter "User object" > "Data object" > "Segment object")
• SDC data is sent using the site.content.data object - see OpenRTB API for suppliers — Bid request specification — Part 2 (chapter "Content object" > "Data object" > "Segment object")

Send SDA/SDC data in prebid.js integrations

SDA segments are sent in the prebid oRTB user object:

• user.data.name and user.data.segment are mandatory, whereas user.data.ext is optional
• Equativ expects a domain name in user.data.name; the publisher or data management platform must provide the domain name to their contact in Equativ's Partner integration team

Send SDK/SDC data in display in-app SDK integrations

The sending of SDK/SDC data in display in-app SDK integrations is explained in the technical documentation:

• SDK version 8.x
• SDK version 7.x