Introduction
As the over-the-top (OTT) and connected TV (CTV) branch of the advertising technology industry expands, Adobe Audience Manager has extended its enterprise DMP capabilities to support this ecosystem. Across the spectrum of audience data providers, ad servers, demand-side platforms and attribution vendors, all parties need to align on common standards as well as provide reliable interoperability between systems.
This article will help Audience Manager data and technology partners build or enhance integrations that execute OTT/CTV use cases.
Audience Manager Destination Partners - Receive OTT / CTV Addressable Audiences
There are two ways to receive OTT/CTV addressable audiences:
- Receive IFA for OTT identifiers supported by Audience Manager – see list here
- Receive IP addresses – NOTE: To receive IP address you must implement the real-time specification as batch IP is currently not supported
Update an Existing Destination Integration
Testing and updating configurations on Adobe's side will be required for an existing destination integration. The steps to update a Destination integration are documented in the Targeting Integration Guide, start at step 3.
All the steps in the guide may not be required for the update of the integration, some may or may not need to be completed depending on the needs of the update. The assigned integration manager will help make that determination.
Create a New Destination Integration
The steps to create a new Destination integration are documented in the Targeting Integration Guide.
If you have any questions about the best method for you, please contact Partner Support by filing a request.
Audience Manager Audience Marketplace Data Providers - Send OTT / CTT Addressable Audiences
There are two related ways to sell/distribute OTT/CTV addressable audiences via Audience Marketplace:
- Define audience containers (called “Data Sources”) that are specific to an IFA for OTT identifier supported by Audience Manager – see list here
- Define cross-device Data Sources that can hold audiences across cookie, mobile and OTT identifiers.
The decision above is mostly determined by whether or not your customers want to license or manage your audiences separately by device.
Update an Existing Marketplace Integration
Testing and updating configurations on Adobe's side will be required for an existing marketplace integration. The steps to update a Marketplace integration are documented in the Audience Marketplace Integration Guide, start at step 3.
All the steps in the guide may not be required for the update of the integration, some may or may not need to be completed depending on the needs of the update. The assigned integration manager will help make that determination.
Create a New Marketplace Integration
The steps to create a new Audience Marketplace integration are documented in the Audience Marketplace Integration Guide.
If you have any questions about the best method for you, please contact Partner Support by filing a request.
Resources
White Paper for Guidelines for Identifier for Advertising (IFA) on OTT Platforms
Adobe Audience Overview for Partners
Frequently Asked Questions (FAQ)
As we receive more questions about OTT/CTV integrations we will place them here.