You are here:
Advertise with Data 360
Use Data 360 to implement advertising strategies using first-party data. With Data 360, you can establish a reliable source of truth, seamlessly connect with external platforms, activate audience segments, and transform them into personalized experiences across all channels.
Required Editions
| Available in: All Editions supported by Data 360. See Data 360 edition availability. |
| Available with add-on license: Ad Audiences |
Review these high-level steps to act on your unified data through an external advertising campaign.
Install Managed Package
If you're using an AppExchange-based external activation platform, first install the package.
Review the steps to Install a Managed Package before getting started.
Set Up an External Activation Platform
System admins must first install an external activation platform from AppExchange or through a packaged URL. Then they must configure an external activation platform including parameters, authentication details, and required mappings.
Follow the steps in Set Up an External Activation Platform.
Create an External Activation Target
Next, add advertising platforms as external activation targets.
Review the steps on how to Create an External Activation Target in Data 360.
Create an Audience Segment
Use segmentation to create an audience segment for your advertising campaign.
Review the steps on how to Create a Standard Segment.
Activate Your Audience
Next, activate your segmented audience to your advertising platform aalso called your external activation target.
Review the steps on how to Create an Activation for an External Platform.
Review Insights
Data 360
attempts to generate insights for all segment activations to Google Ads and Amazon. Insights are added to audience insight data model objects (DMOs).
Learn more about the Audience Insights Data Model Object.
- Amazon Ads and Amazon Marketing Cloud Insights in Activation
Delve into your customers’ unique characteristics, interests, and behaviors with Amazon Marketing Cloud (AMC) audience insights reporting. When you activate a segment to Amazon Ads AMC, an audience report is generated. The report provides demographic insights on customers who are actively researching products and their affinity groups based on lifestyle, long-term buying habits, and interests. - Google Audience Insights in Activation
Delve into your customers’ unique characteristics, interests, and behaviors with insights from a Google audience report within Data Cloud. After you activate a segment to Google, an audience report is generated in 5–7 days. The report provides insights in terms of demographics and customers who are actively researching products and their affinity groups based on their lifestyle, long-term buying habits, and interests. - Audience Insights Data Model Object in Data Cloud
The Audience Insights data model object (DMO) provides insights into the audiences that you’ve activated on Google advertising platforms with the Ad Audiences connector. You can retrieve records from multiple activated audiences and delve into their similarities and differences. The DMO is updated every 48 hours and stores audience insights records for the previous 90 days, enabling you to track the long-term impact of a campaign and how your audiences evolve. - Audience Match Count for Advertising Activations
Match Count is the approximate number of users from your audience segments who have been successfully matched on an external advertising partner platform (like Facebook, Google Ads, or TikTok). Monitor the match count of your segment list activations to understand the reach and size of the audience you are activating.
