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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.

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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 audiences (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.

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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 audience (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.

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

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