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Target audience data in Ad Exchange deals

Audience targeting in Ad Exchange Preferred Deals and Private Auctions allows you to leverage your own first-party audience data to provide buyers with inventory constrained to specific audience segments. These segments are currently created and managed either via DoubleClick for Publishers (DFP) integration or a third-party data management platform (DMP).

First-party audience data in Preferred Deals and Private Auctions offers the following benefits:

  1. Augment the value of Preferred Deals and Private Auctions for both publishers and buyers.
  2. Increase the effectiveness of brand campaigns for buyers.
Instructions for publishers

DFP customers

  1. Contact your account team, who will configure your account to use DFP audience segments.
  2. You'll then have the option of defining your audience segments in your DFP account.

Publishers using a third-party data management platform (DMP)

To begin making your audience data segments available in Preferred Deals and Private Auctions, contact your DMP to inquire about integrating with the DDP API.

Instructions for buyers

Preferred Deals and Private Auctions that target audience segments will include a name and short description of the audience, such as demographics, geography, or intent to purchase. These will be visible when you receive a new proposal.

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