Audience Configuration

Document created by catherine.racette on Mar 15, 2017Last modified by catherine.racette on Jul 16, 2018
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Audience Configuration (aka "Universal Pixel") enables you to create, view and modify universal pixels for your site. A universal pixel is a collection of pixels from multiple data providers.

 

You need to include the DMP's pixel in a universal pixel to collect the audience data for your site. Using a universal pixel allows you to configure only one single pixel to drop on your website, even if you use more than one DMP. This pixel will then drop the pixels of the data providers that you have configured. This provides you with the flexibility to replace the data provider's pixel to be dropped on your site without having to modify the pixel's code on your webpage every time.

About Audience Configuration

Assume that a publisher wants to know the type of users visiting its site. In such a case, the publisher implements the pixels of various data providers in its site, after signing a deal with each of these data providers. When a user visits the site, each pixel drops a cookie on the user's browser, if it is not already present. The information inside the cookie is then sent by the browser to each data provider's system. In this system, the user is then mapped to various audience segments (such as Males, Age above 21, and so on) depending upon the cookie ID and the user's browsing history. At a specific interval, this audience segment information is then passed by each of the data provider's system to the publisher's system. The publisher then needs to collect this information, analyze it and can then use it to audience-targeted campaigns.


On the other hand, if the publisher uses a universal pixel to include the DMP's pixel, which in turn, sends a request to the pixels of multiple data providers, then it needs to implement only that universal pixel in its site. When a user visits the site, the universal pixel checks with the PubMatic system about the DMP's pixel included for the given publisher. The DMP's pixel then checks with the DMP's system about the data providers enabled for the given publisher. Each data provider's pixel then drops a cookie on the user's browser, if it is not already present. The information inside the cookie is then sent by the browser to each data provider's system. In this system, the user is then mapped to various audience segments (such as Males, Age above 21, and so on) depending upon the cookie ID and the user's browsing history. At a specific interval, this audience segment information is then passed by each of the data provider's system to the DMP's system, which in turn, sends the relevant audiences' data to the PubMatic system. The publisher can then use the PubMatic portal to generate audience reach reports and create rules to display audience-targeted creatives.

Benefits of Using Universal Pixels

  • The publisher does not need to sign any deals with individual data providers for obtaining the audience data, which typically, requires a couple of months for completion.
  • Even if the publisher already has any existing deal with a data provider, it can be migrated to the DMP's system.
  • The publisher needs to implement only one universal pixel on the site instead of multiple pixels from different data vendors.
  • The publisher can add a new data provider easily to the Universal pixel for collecting a new set of audience information. The publisher can also remove an existing data provider easily from the Universal pixel if it does not find its audience information useful.
  • The publisher does not need to implement any data collection system since the DMP's system will collect all the audience information from the selected data providers's creatives.

Creating a New Universal Pixel

If you want the PubMatic system to associate audience segments with each of the users visiting your site, then you need to create a universal pixel.

Once created, you cannot delete a universal pixel from your account.

To create a universal pixel:

  1. In the Publisher UI, select Audience | Audience Configuration from the main navigation.
  2. Click the New Universal Pixel  button. 
  3. Specify the appropriate information in the relevant fields as described below and click Save.
  • Name: Type a unique name for the universal pixel.
  • Description: Type a description for the universal pixel.
  • Select Data Partners: Select Data Partner(s) in the Include data Partner column to include its pixel in this universal pixel. (You will be prompted to accept or reject the privacy policy of the data provider. Accept to continue.)
  • Select Additional Pixels: Select additional pixels in the Include Pixel column for the data providers whose pixels should be included in this universal pixel. These providers are those with whom the publisher is directly associated and which are not associated with the DMP. If prompted, click the Accept button in the Privacy Policy popup window to accept the terms and conditions of the data provider.

    This field provides the flexibility to the publisher for including the pixels for other data providers along with those associated with the DMP. For more information about additional pixels, refer to the Managing Additional Pixels topic.
    The code for the universal pixel is auto-generated by the system. 
  • To add additional pixels, click Add a New Pixel and add a name, description and code.

Managing Additional Pixels

The Select Additional Pixels field in a universal pixel allows a publisher to include or remove such a pixel from the given universal pixel. 

Viewing the List of Universal Pixels

If you want to view the list of universal pixels added in the PubMatic system for your sites, select Audience | Audience Configuration from the main navigation menu.

The page will display the following details for each universal pixel::

 

  • ID: Unique ID for the universal pixel.
  • Name: Displays the name of the universal pixel.
  • Description: Displays the description for the given universal pixel.
  • View Code: Click the icon corresponding to the given universal pixel to view its code. You may need to view this code to copy it in your website's HTML code on which you want to identify the type of your visitors. 

Modifying a Universal Pixel

If you want to add a new data provider to a universal pixel or remove an existing one from it, you can do it by modifying the universal pixel.

 

To modify a universal pixel:

  1. Select Audience | Audience Configuration from the main navigation menu.
  2. Locate the universal pixel which you want to modify, and select the option button corresponding to it.
  3. Click Edit . The Edit Universal Pixel screen is displayed.
  4. Modify the appropriate information in the relevant fields as described in the Creating a new universal pixel section above.
    You cannot modify the name of the universal pixel displayed in the Name text box on this screen.
  5. Click Save.

Viewing the Code of a Universal Pixel

If you want to copy the code of a universal pixel to paste it in your website's HTML code, then perform the following procedure.

 

To view the code of a universal pixel:

  1. Select Audience | Audience Configuration from the main navigation menu.
  2. Locate the universal pixel whose code you want to view, and click the  icon corresponding to the given universal pixel. The View Code popup window is displayed containing the name and the code of the given universal pixel.


  3. Click Select to select the pixel's code, and copy it.
  4. Click Close to close the popup window and return back to the Manage Universal Pixel screen.

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