Distribute and License Data Marketplace Segments to Google
Data sellers can share their Data Marketplace segments with multiple clients within Google, and manage the process (including segment licensing) through Connect.
Note
Data buyers cannot distribute Data Marketplace segments from LiveRamp to Google, and should instead find Data Marketplace segments in Google. See the "Finding Data Marketplace Segments in Google" section of this article for more information.
Customers who are not data sellers but who are using Customer Profiles in Connect, can distribute combination segments and lookalike-modeled segments to DV360 and Google Ad Manager through the Google Data Marketplace integration. For more information, see "Build a Combination Segment" or "Create a Lookalike Segment", depending on your situation.
If you're a Customer Profiles customer, you can use Data Marketplace segments to filter your first-party, PII-based data and then distribute those segments to Google Customer Match (GCM). Google does not allow the use of third-party data for targeting, but will allow targeting with first-party segments that have been filtered with third-party data, such as Data Marketplace data. For more information, see "Build a Data Marketplace-Filtered Segment for GCM".
Use the Google Data Marketplace tile to distribute Data Marketplace standard segments to Google's public third-party data marketplaces (DV360 and Google Ad Manager 360), as well as Data Marketplace custom segments to specific advertiser accounts within Google products.
Caution
Make sure to include segment descriptions that are clear enough that a reasonable consumer can understand the contents of the segments.
All Data Marketplace distributions to Google/DoubleClick are first sent to a single LiveRamp-managed account at Google. Segments are then shared either publicly or directly to buyer accounts.
Finding Data Marketplace Segments in Google
For data buyers, Google has prepared documentation on where to find third-party segments (including Data Marketplace segments) in a variety of UIs. Most of their documentation is behind authentication barriers, so you might need logins to the appropriate Google platform to view the links below:
Caution
Third-party data can't be used with Doubleclick Search, Adwords Search, or other Google-owned properties, such as Gmail and Youtube. See this Google article for more information.
Distributing and Licensing the Segments
For data sellers, to distribute and license Data Marketplace segments to Google:
Note
Data buyers cannot distribute Data Marketplace segments from LiveRamp to Google, and should instead find Data Marketplace segments in Google. See the "Finding Data Marketplace Segments in Google" section of this article for more information.
Either activate a new Google Data Marketplace destination account or use an existing one.
Tip
Existing Google Data Marketplace destination accounts will appear under "License Sharing Destinations" if they contain at least one active Data Marketplace segment.
Select a Data Marketplace segment and click Add and Share at the bottom of the screen.
A dialog appears asking you to specify a Google product and customer seat ID.
For custom segments: If you're not sure about which product to choose, reach out to the end advertiser for clarification, or click the information icon on the dialog for more info.
Note
If you’re distributed a custom segment with a non-US currency on behalf of a customer, there are additional steps that need to be performed before the segment will be available to that customer. See the "Distributing Data Marketplace Segments to Google in Non-US Currencies" section below for more information.
For standard segments: Select "Google Reseller" as the product and enter"0" as the seat ID.
Caution
DV360 Advertiser and DV360 Partner are different types of accounts within DV360. Reach out to the advertiser receiving the segments to confirm which product is correct.
After initial licensing, all active segments can be shared with additional Google products or accounts.
You will receive a success or failure email after licensing segments.
Distributing Data Marketplace Segments to Google in Non-US Currencies
LiveRamp’s Data Marketplace integration with Google does not automatically support non-US currencies. Custom segments with non-US currencies can be distributed to Google, but because Google is expecting the segments to be priced in US dollars, segments based on other currencies will fail to distribute to Google until LiveRamp performs a manual licensing step.
Once you’ve distributed a custom segment with a non-US currency, you should receive notice from Google that the distribution has “failed”. Once this happens, create a LiveRamp support ticket to have us complete the licensing process in the correct currency in Google’s UI.