Distributing Data Marketplace Segments
To distribute Data Marketplace data (including to the top platforms), see the following articles:
For data buyers: See "Distribute Data Marketplace Segments"
For data sellers: See "Selling Data with the Data Marketplace"
Note
The “Data Marketplace” selection needs to be toggled when distributing segments through the Data Marketplace.
See the sections below for more information on distributing standard segments and distributing custom segments.
Distributing Standard Segments
Keep the following in mind when distributing standard segments:
Standard segments can only be sent by the data seller to destinations that have agreed to accept the data or have been requested through Connect by the buyer. When a destination requests standard segment data, this triggers an automated distribution sequence.
Destination platforms do not need to be allowlisted in order to receive the segments (but they can be blocklisted from receiving them).
Standard segments can be sent to the public UI at the destination platform or to an advertiser's seat.
Distributing Custom Segments
Keep the following in mind when distributing custom segments:
Custom segments are typically sent by the data seller to destinations on behalf of specific advertisers.
Note
Example: a CPG company asks for a custom purchase propensity segment to be used on their DSP of choice.
Destination platforms need to be allowlisted for custom segments in order to receive them.
Custom segments go to the advertiser’s seat at the destination platform. Apart from Facebook, custom segments can be sent directly to advertisers at any Data Marketplace destination following the general instructions listed above and by referencing the Platform-Specific Distribution Information section of the Connect help documentation for details on what’s needed by the platform.
Tip
Standard segments can also be sent as custom distributions to specific advertisers. This is particularly useful on platforms where the standard segments are not in the public UI.
Platform-Specific Information
See the Platform-Specific Distribution Information section of the Connect help documentation for articles on distributing to certain platforms.
Platform Reporting
Be well versed on how you will be paid and whether platforms support advertiser level reporting. Most platforms pay using a CPM but a few use % Gross Media.
Platform Ingestion
Know which ingestion mechanism platforms use (API vs flat file) along with typical ingestion times. Also, be cognizant of how buyers will find standard segments – some platforms have their own "Data Marketplace / UI” to find the segments, and others do not.
Direct vs Data Marketplace Distributions
Understand the difference between Direct vs Data Marketplace Distributions:
Data Marketplace (third-party data): Segments delivered to platforms governed by contracts held between LiveRamp and the destination platforms. Segments are discoverable to buyers in Connect excluding any that are blocklisted.
Direct (first-party data): Segments delivered to platforms governed by contracts between the data seller and destination platforms. Segments are not discoverable to buyers in Connect.
Guardrails are in place to ensure all Data Marketplace distribution is third-party:
Delivering as “Direct” requires the data seller to select field names instead of Data Marketplace segment names.
The segments won’t show up in the segment reporting tab for data sellers.
Platforms have the ability to see whether segments are first-party or third-party and will flag / go back with questions around first-party distributions.