D&B Lattice AI driven segments backed by unified data in the CDP enables marketers to create highly targeted prospects.
If you have been trying to use display advertising campaigns to target and reach these prospects, the only option included using another solution (E.g., D&B Audience Targeting) that can convert a targeted list of accounts to an audience on the DSP (Demand Side Platform) or DMP (Data Management Platform).
D&B Lattice now supports a connector to these DSP and DMP platforms. We are starting with MediaMath (DSP), but will continue to add additional DSPs and DMPs.
The display connectors let you connect to the DSP’s and DMP’s you use and create an audience on these platforms from the list of accounts you select through Segments in D&B Lattice.
Diagram below describes the current and future(self-serve) states:
Across all these DSP’s, the workflow includes:
- Creating a connection - Each DSP / DMP will require specific parameters to establish a connection.
- Create a segment in D&B Lattice – A segment uses the data in your CDP to identify Accounts that you would like to target in your display campaigns.
- Create a Campaign – A Campaign enables you to deliver the target accounts in your segment to one or more channels (e.g. DSP/DMP).
- Launch the campaign to the connection. This action allow you to control the audience created on the DSP/DMP.