Programmatic Advertising in D&B Lattice FAQ

What is the D&B Lattice connector for programmatic advertising? 

D&B Lattice 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 D&B Lattice connector automates this process giving you full control to manage your audiences.  

How does a D&B Lattice 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, D&B Lattice 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 D&B Lattice connector for programmatic advertisement? 

All D&B Lattice customers can use the connector to enable programmatic advertising. There is a data licensing cost to using the connector. This cost is calculated as a % of CPM (cost per million impressions). 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.