Businesses that derive value from data have always had an edge over the competition and continue to do so even today. In order to leverage the value of data and be able to offer connected customer experiences, companies have started embracing digital transformation by adopting new technologies and opening doors to new integrations and acquisitions. The kind of integrations that enable users to connect faster and streamline transactions with their customers, thus improving the ease of doing business, is the kind that you need! To that end, the Zeta Marketing Platform has introduced the Yahoo DSP connector for prospects and customers.

The ZMP Omnichannel Acquisition Connector unlocks a quick and easy way to syndicate acquisition segments (Prospect Segments, Matched Lists, Lookalikes, and Prospect Lists) to Zeta’s acquisition activation systems, including partners such as Google Ads, Facebook, Yahoo DSP, and more. This document will focus on how to set up the connector and syndicate data from the ZMP to your Yahoo DSP account for both Prospect and Customer Audiences.

Setting Up the Connector

Reach out to your account manager to enable the Yahoo DSP Connector. Once you’ve enabled the feature, you’ll need to authenticate that you have permission to use your Yahoo DSP account. This means you only need one set of credentials to connect any account you wish for.

Your Yahoo DSP MDM ID must be correct in order to authenticate your account.

1. In your ZMP instance, navigate to Settings > Integrations.

2. Find Yahoo DSP and click on Configure to trigger a modal to enter your MDM ID.

3. To find your MDM ID, you will need to log in to the Yahoo DSP and navigate to Advertisers. It is very important to ensure that you copy and paste the exact MDM ID for your account so that your segments are successfully created in the right place.

  • Within the Advertisers page, click on the 3 dots below the Account Name to expand the Advertiser Details section.

Do not use the Advertiser ID next to the 3 dots; it is NOT your MDM ID.

  • Once the Advertiser Details section is expanded, locate the MDM ID and the corresponding numeric string. Double-check that this is the right Account Name and the right MDM ID for the ZMP instance, you are enabling. Copy the MDM ID and take it back to the ZMP integrations page.

4. Enter your Yahoo DSP MDM ID in the modal as shown below.

5. Once submitted, it can take up to 30 minutes to validate your MDM ID.

6. To confirm your successful integration, the CTA button for Yahoo DSP on the Integrations page will switch to View Details with a green checkbox to confirm you’re connected.

7. Clicking on the View Details button will take you to the Yahoo DSP integration subpage, where you can see the MDM ID associated with your account. Additionally, there is a Connected sign against the Yahoo DSP section that confirms your integration status.

Using the Connector

Create an Audience

The Yahoo DSP Connector supports 2 types of Customer Audiences and 4 types of Prospect Audiences:

  • Customer Audiences

    • Customer List

    • Customer Segment

  • Prospect Audiences

    • Prospect List

    • Matched List

    • Lookalike

    • Prospect Segment

Customer Audiences

Your first-party data is uploaded directly into the ZMP and can be sent to any destination you allow.

Learn more about creating Customer Audiences.

Prospect Audiences

The Unified Audience Explorer allows you to create Prospect Audiences to reach people outside your first-party data sphere by tapping into Zeta’s powerful Data Cloud.

1. To create a Prospect Audience, navigate to Segments & Lists and click on Explore Audience to open the Unified Audience Explorer.

2. Select an audience type under Zeta Prospects.

3. Build your audience as you normally would.

In order to export an audience later, you can’t layer on demographic attributes in the Audience Explorer. Talk to your account manager for more info on what can and cannot be exported out of Zeta.

Export an Audience

The process for exporting an audience to a partner destination is standardized across all connectors i.e., Google Ads, Facebook, Yahoo DSP, and any other third-party integration we add in the future.

One important distinction for Yahoo DSP is that Yahoo requires the first-party (Customer) and third-party (Prospect) data to be stored separately underneath your account’s MDM ID. This means that you will need to explicitly select Customer and Prospect audiences throughout your export process, and you cannot send data of one kind in ZMP to the opposite in Yahoo DSP.

Customer Audiences

Since you are using a CRM-specific flow in Segments & Lists, all of your data will automatically be sent to Yahoo DSP as first-party data. Make sure you have permission to use the data you upload into the ZMP.

1. From Segments & Lists, locate the row of the Customer Audience you wish to export. Click on the three dots on the extreme right and select Export.

2. Click on the Partner radio button and select Yahoo DSP from the Partner Name dropdown.

3. You have the option to export to an existing audience segment in Yahoo DSP or to create a new one. (Detailed below)

4. As soon as you fill in the segment value, the Export People button will light up and can be sent to Yahoo DSP immediately.

Add to existing first-party segment

1. Once you’ve selected Yahoo DSP as your Partner Name, a dropdown list of existing first-party segments inside Yahoo DSP will appear.

2. Select the existing segment you’d like to append with your Customer Audience members.

Exporting to an existing Yahoo DSP segment will add new members only. It currently doesn’t support overwriting or removing audience members.

 

Create a new first-party segment

Since the Prospect and Customer segments from Yahoo are separated in the ZMP, it may be a good idea to add an indicator (eg., prefix) in your naming convention so that you don’t duplicate names across Prospect and Customer segments.

1. If you want to create a first-party segment, simply type in the name of the new audience. As long as the name isn’t taken, you can create an audience with it.

2. Once entered, you can export your Customer Audience to the newly created segment in Yahoo DSP.

Prospect Audiences

Since you are using a Prospect-specific flow in Segments & Lists, all of your data will automatically be sent to Yahoo DSP as third-party data.

1. From Segments & Lists, locate the row of the Prospect Audience you wish to export. Click on the three dots on the extreme right and select Export.

2. Click on the Partner radio button and select Yahoo DSP from the Partner Name dropdown.

If you do not see the Partner option, it is likely that your audience is not eligible to be exported out of Zeta. Talk to your account manager to review and adjust your audience accordingly to ensure it can be sent to your third-party destination.

3. You have the option to export to an existing custom segment in Yahoo DSP or to create a new one. (Detailed below)

4. As soon as you fill in the segment value, the Export People button will light up and can be sent to Yahoo DSP immediately.

Add to existing third-party segment

1. Once you’ve selected Yahoo DSP as your Partner Name, a dropdown list of existing third-party segments inside Yahoo DSP will appear.

2. Select the existing segment you’d like to append with your Prospect Audience members.

Exporting to an existing Yahoo DSP segment will add new members only. It currently doesn’t support overwriting or removing audience members.

Create a new third-party segment

Since the Prospect and Customer segments from Yahoo are separated in the ZMP, it may be a good idea to add an indicator (eg., prefix) in your naming convention so that you don’t duplicate names across Prospect and Customer segments.

1. If you want to create a third-party segment, simply type in the name of the new audience. As long as the name isn’t taken, you can create an audience with it.

2. Once entered, you can export your Prospect Audience to the newly created segment in Yahoo DSP.

Scheduling an Export

For refreshable audiences like Prospect Segments, Customer Segments, and Customer Lists, you can choose to export the audience one time or on a recurring basis.

You cannot schedule a recurring export for Prospect List, Matched List, or Lookalike because you cannot modify an existing one of these items in the ZMP.

1. After you have entered your export details, click on the Schedule tab if it’s available to you.

2. Click on the Repeat Export radio button to activate the controls in the panel.

3. Select your recurring cadence:

  • Weekly

  • Daily

  • Hourly (While available as an option, your exports can take many hours to appear in Yahoo DSP so scheduling an hourly export is not a best practice.)

4. Once you select Daily or Weekly, configure at what point you want your export to run (eg., Weekly on Tuesdays at 6:00am PT).

Checking Status

Processing audiences can take up to 48 hours depending on its size. There are 2 phases to the connector — uploading from ZMP and downloading from Yahoo DSP. You can check the status on the ZMP side of the connector in our platform.

In ZMP

1. Navigate to Data > Files and select the Exports tab.

2. Find your file and check on the status to ensure the counts match what’s on the Audiences page.

3. Click into the row to reveal data about the connector job, such as timestamps for exporting and processing functions.

Status Definitions

Status

What it Means

Connector in progress

This status represents the period during which the export is in progress

Successful

This status represents the successful completion of the export

Failed

This status represents the unsuccessful completion of the export

Using ZMP Audiences in Yahoo DSP

When you connect your ZMP account to Yahoo DSP, you allow us to create and populate segments in your Yahoo DSP instance that will allow you to activate campaigns.

Find your Audiences

1. To find all audience data from the ZMP, navigate to Advertisers > Targeting Library > Advertiser Audiences.

2. In the Data Type dropdown list, make sure Advertiser Custom > Imported Audiences is selected. (It is not selected by default.)

Read the Audience Rows Listed

Each row in the Advertiser Audiences page should match a job run by the ZMP over Yahoo’s DataX API. The Name will change based on the type of job.

Creating Account Folders

When you submit your MDM ID to be validated, and it’s successful, Yahoo creates a folder for your MDM ID based on whether your account is enabled for Customers and/or Prospects:

If Yahoo DSP Connector is enabled for Customers (first-party data):

3rd Party data > Zeta Global > Private > MDM ID

If Yahoo DSP Connector is enabled for Prospects (third-party data):

3rd Party data > Zeta Global > Custom > MDM ID

Even if you only have one audience type enabled, the folder structure will still apply. This is to keep your first- and third-party data separate for compliance reasons.

Secondly, Yahoo DSP will create a subfolder to separate every ZMP instance that uses your MDM ID:

If Yahoo DSP Connector is enabled for Customers (first-party data):

3rd Party data > Zeta Global > Private > MDM ID > Site ID [MDM ID]

If Yahoo DSP Connector is enabled for Prospects (third-party data):

3rd Party data > Zeta Global > Custom > MDM ID > Site ID [MDM ID]

This means that you authenticate multiple ZMP instances with your MDM ID. In this example, two ZMP sites (admin-app-id and dnb-admin) have successfully connected using MDM ID 5083375, creating separate folders for each to store first- and third-party segments.

Creating Segments

When you create a new Yahoo DSP segment in the ZMP, there will be an audience row confirming that the segment has been created in the folder you specified.

If Yahoo DSP Connector is enabled for Customers (first-party data):

3rd Party data > Zeta Global > Private > MDM ID > Site ID [MDM ID] > segment name

If Yahoo DSP Connector is enabled for Prospects (third-party data):

3rd Party data > Zeta Global > Custom > MDM ID > Site ID [MDM ID] > segment name

As mentioned earlier in this user guide, it’s a good idea to use a prefix to distinguish your first- and third-party audiences. In the example below, the Zeta Retail Demo account has created a third-party segment with a “Prospect_” prefix in its name.

Updating Segments

Every time you sync an audience to Yahoo DSP, the entire taxonomy hierarchy for that segment will update as well. This means that you should have a running count of how many people are in all your segments across your Site ID, MDM ID, and audience type.

In this example below, the segment Prospect_New_Movers_ATL added 5.5M devices and 2.5M people to Yahoo DSP. This also added 5.5M devices and 2.5M people to the Site ID (zeta-retail-demo) and the MDM ID for the audience type (Custom > 5083375). Once more devices and people are added from other segments, the Site ID and MDM ID will continue to grow.

Activate your Audience for a Campaign

If you’re creating a brand new segment, the audience will follow up in a separate API call. You do not need to take any additional action for this. It will typically take several hours for the data to sync and match in Yahoo DSP, depending on the size of the audience.

If your audience has more than 1000 people in it, you can click the audience icon to view details.

Once the data is loaded, it will go into review for compliance. A segment is eligible to be targeted in a campaign while in review, but it can be rejected later.

Status

Definition

In Review

Audience in review can be rejected at a later date, however this segment is currently eligible for activation

Approved

Audience is approved and eligible to be activated

Rejected

Audience is not approved nor eligible to be activated

Create a campaign like you normally would and select the segment you just synced to your Yahoo DSP account.

Using Yahoo DSP in Experience Builder

While Segments & Lists allow you to export audiences to Yahoo DSP in bulk, some campaigns require action-based criteria. With our automation tool Experience Builder, you can create trigger-based campaigns to determine how and when a person is added or removed a segment in Yahoo DSP.

Because both Customers and Prospects can enter experiences, don’t forget to confirm what kind of segment you’re syncing to on the Yahoo DSP side for each node.

1. Navigate to Experiences > Builder and click on New Experience to open the canvas.

2. Begin building your experience by selecting a trigger event. Fill out your canvas with your relevant nodes.

3. While not mandatory, you can use the Split by Identity feature to segment users who enter your experience into three branches:

  • Customer Known

  • Zeta Known

  • Unknown

4. The Customer Known and Zeta Known map perfectly as use cases for both Customers and Prospects to be syndicated to Yahoo DSP.

Customers

1. Within Customer Known, select the (plus) button on your Experience Builder canvas to open the node menu. Select Actions.

2. From the Actions panel, select Sync to Yahoo DSP.

3. From the Sync User to Yahoo DSP panel, select the Sync Action (Add or Remove) and choose Customers as the Type of audience. This is to ensure you store your data in the correct place.

4. With Customers selected as the Audience Type, a dropdown list appear containing all of the first-party audience segments that currently exist in your Yahoo DSP account. Just as with Segments & Exports, you can choose to select one of these existing segments or create a new one.

5. Once selected, click on Add To Experience and it will show up on the canvas as an Action node.

Prospects

1. Within Zeta Known, select the (plus) button on your Experience Builder canvas to open the node menu. Select Actions.

2. From the Actions panel, select Sync to Yahoo DSP.

3. From the Sync User to Yahoo DSP panel, select the Sync Action (Add or Remove) and choose Prospects as the Type of audience. This is to ensure you store your data in the correct place.

4. With Prospects selected as the Audience Type, a dropdown list appear containing all of the third-party audience segments that currently exist in your Yahoo DSP account. Just as with Segments & Exports, you can choose to select one of these existing segments or create a new one.

5. Once selected, click on Add To Experience and it will show up on the canvas as an Action node.

While you can add a Sync to Yahoo DSP node without using the Split by Identity feature, don’t forget to account for this when building your experience. You should select the Audience Type that best fits your use case in a given workflow.