Expand the addressable audience for your ad campaigns by enriching your first-party
customer data with additional attributes from a certified identity provider. Identity Boost
fills the coverage gaps in your customer records so that you can reach more of your audiences
in Ad Audiences partner activations.
When you activate a segment to an Ad Audiences partner platform, your match rate depends on
how complete your customer contact data is. Missing or outdated details, such as email
addresses and phone numbers, shrink the list of audiences that the partner can match and
target on their platform. Identity Boost closes those gaps directly in Data 360. A certified identity provider enriches your first-party data with
extra contact points from their identity graph, and the enriched data returns to your Data 360 org, ready to activate. You gain a larger, more accurate audience
list without manual data append processes or third-party data purchases.
How Identity Boost Works
Identity Boost uses a Data 360 Clean Rooms collaboration between these
two parties.
Consumer: The advertiser who wants to enrich their first-party data and
activate it to Ad Audiences partner platforms.
Identity provider: A certified partner who enriches the consumer's data with
contact attributes from their identity graph.
The consumer starts a clean room identity boost collaboration and maps their metadata to
the metadata that the provider requires. After the clean room is active, the provider
enriches the data and returns it to the consumer's Data 360 org as
enriched data model objects (DMOs). When the consumer activates segments that use an
enriched DMO to Ad Audiences partner platforms, they can activate raw data or enriched
data.
To activate the data they enriched, the clean room collaboration with the identity
provider must be in an active state. Because the data refreshes automatically while the
clean room collaboration stays active, you can activate it on an ongoing basis.
Note You can activate enriched data only to Ad Audiences partner destinations. Data 360 makes the enriched contact attributes available for activation to
these partners through the Ad Audiences add-on license. You can't browse or export the
enriched attributes directly.
Identity Boost Set Up
To set up and manage Identity Boost, go to the Data 360 Clean Rooms
section.
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