Programmatic Advertising in the CDP FAQ

What are the connectors for programmatic advertising? 

The CDP connectors to DSP/DMP is a self service tool that enables marketers to create audiences on DSPs or DMP to enable marketers to execute display advertising campaigns.  Traditionally creating audiences from your account list in a DSP or DMP required specialized tool and additional services. The CDP connectors automate this process giving you full control to manage your audiences.  

How does a CDP connector for programmatic advertising work? 

Each time a user visits a website where you would like to show your ads the publishers adds a unique identifier to the user that help them identify them if they were to return to the website again. This unique identifier is also known as the cookie. The DSPs and DMPs you use to power your display advertising campaigns maintain a large cookie pool across all the publishers they support.  

B2B marketers don’t want to target anyone who visits the website, but rather are interested in reaching out to them if they happen to work for the companies that may be interested in your products or services. To do this, you will need to group the cookie pool based on the companies these users work for. D&B has worked with various players in the marketplace to map D&B data to this cookie pool.  

Using this data, the CDP has developed integrations with several DSP and DMPs. Through this integration, D&B can now create an audience on DSP/DMP from your target list of accounts. You will also be able to apply additional user persona filters (e.g. Job Level, Job function).  

Who can use the CDP connector for programmatic advertisement? 

All CDP customers can use the connector to enable programmatic advertising. There are 5 DSP connectors available : Google DV 360, MediaMath, The Trade Desk, Xandr (previously known as AppNexus), Yahoo (previously known as VerizonMedia).

What are the pricing options available for using programmatic advertising connectors?

There are two pricing options available:

1. Annual Minimum Commitment (AMC) : This is an option where you are paying the cost of audience segment (cookies) to D&B. Commit to a minimum number of ad impressions and you will receive an annual price that you will pay to D&B.
2. Pay-As-You-Go : This is an option where you do not pay the cost of audience segment (cookies) to D&B, but you are paying both the media and data (audience segment of cookies) to your ad agency or to the DSP directly.

Please reach out to your Sales or Customer Success Manager who can help you define the subscription that makes the most sense.

How long does it take to start launching a campaign? 

Delivering the audiences to a DSP or DMP can take up to 2 weeks. Please contact your Customer Success Manager for support if you do not see your audiences in your DSP/DMP after 2 weeks.