Audience Configuration

Document created by catherine.racette on Mar 15, 2017Last modified by catherine.racette on Apr 4, 2017
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The Manage Audience Configuration (aka "Universal Pixels") screen allows 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 Lotame pixel in a universal pixel to collect the audience data for your site. You can also add a pixel from another data provider which is not associated with Lotame, in case you already have an existing deal with that data provider.

 

Using a universal pixel allows you to configure only one Lotame pixel to be dropped on your Web site. This pixel will in turn then drop the pixels of the data providers that you have configured in Lotame Crowd Control. 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 Web page 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 Lotame 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 Lotame pixel included for the given publisher. The Lotame pixel then checks with the Lotame 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 Lotame 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 Lotame 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 Lotame pixel for collecting a new set of audience information. The publisher can also remove an existing data provider easily from the Lotame pixel if it does not find its audience information useful.
  • The publisher does not need to implement any data collection system since the Lotame system will collect all the audience information from the selected data providers.d 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. Browse to the Manage Universal Pixel screen as described in the Browsing to the Manage Universal Pixels screen topic.
  2. Click the New Universal Pixel  button. The Edit Universal Pixel screen is displayed.
  3. Specify the appropriate information in the relevant fields as described in the table below and click Save.
  • Name: Type a unique name for the universal pixel.
  • Description: Type a description for the universal pixel.
  • Associate Sites: Select the check boxes for the sites for which this universal pixel will be used.
  • Select Data Partners: Click the Include link for Lotame to include its pixel in this universal pixel.
    Do not include the pixels of other data providers such Bizo, eXelate or AdAdvisor, since they will be deprecated soon. You can use the audience services of these data providers through Lotame.
  • Select Additional Pixels: Click the Include link 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 Lotame. 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 Lotame. 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. 

Managing Additional Pixels

An additional pixel is that whose data provider is directly associated with the publisher and is not associated with Lotame. 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 Configuration | 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 Web site'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 Configuration | 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 Web site's HTML code, then perform the following procedure.

 

To view the code of a universal pixel:

  1. Select Configuration | 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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