Activate Data to a Destination
Use cases such as media activation require data slices created during collaboration to be exported to a location outside of the InfoSum platform. This is called a Destination and it’s defined in the InfoSum platform by the owner of the data. Destinations are locations such as media or technology platforms, walled gardens, supply- side platform (“SSP”), demand-side platform (“DSP”), customer data platform (“CDP”), ad server and/or cloud environment.
Destinations allow you to export activation query results to preconfigured third party output locations. Once a destination is created, you need only provide run time variables to push an activation file to a remote resource. Saved destinations are available to all users in your company and can be reused indefinitely.
Table of Contents
Managing Activations and Destinations
Exporting to a third-party location
Exporting back to your data storage
(Beta) Private Path Activations
Pre-requisites
An Activation Bunker
You will need to have your own Activation Bunker or have permission to use a partner’s Activation Bunker to create any type of data export from the platform. For most use cases, it is the media owner’s or identity provider’s Activation Bunker that is used for exporting, and the advertiser’s Insight Bunker for segmenting audiences.
Destination Credentials
For each destination you will need to enter certain information related to the endpoint location and security. You might need to ask your data or IT team to provide you with this information.
The right activation Keys for your Destination
The Activation Bunker should contain both the identifier(s) required for export (i.e. first-party ID, mobile advertising ID) and common identifier(s) to match with Insight Bunkers (i.e. email). During the import process, you can specify which identifiers can or cannot be exported.
Maximum 15 keys
The dataset in the activation bunker can contain up to 15 key types. For example, if your bunker had email and mobile advertising IDs, that would count as 2 key types.
Activation Management
To activate a Destination you will need to create an activation query first that includes an Activation Bunker, and then send the results of that query to your desired Destination.
Creating an Activation Query
Activations can be created from a Segment using the Segment Builder (click New Activation when you are happy with your segment) or directly from the Query Tool (by selecting the query type as ‘Activation’)
Managing Activations and Destinations
Activations can be managed from the Activate section on the left-hand menu. It has two screens:
On the Activations screen you can find historic activations alongside the basic information like the name and submitted date, the total rows shows you the size of the audience that has been returned from the query. If this size does not match your expectations, you can change the query by creating another campaign in the Query Tool.
The green tick shows that the query has been successful and is ready to be sent to a Destination. As long as the dataset that the query references does not expire, you will be able to set up a Destination at any time. You can activate segments to however many third-party locations you choose, provided you have the correct permission. Please review this short article on Destination trouble-shooting to avoid common errors when setting up Desitinations and Activations.
When you select an Activation, a menu will appear at the bottom of the page allowing you to select the Destination (or create a new one) and see details of previous exports.
If you switch to the Details tab, you will see that you can change the campaign name and view the query syntax and the output data type. The Export History tab shows details from any previous pushes for that campaign, as shown below, and will highlight if a push has not worked and tell you why.
On the Destinations page, you can manage or delete existing Destinations and create new ones.
Supported Destinations
Please see this page for a list of our current supported Destinations and instructions on how to create the destinations.
API Documentation
You can leverage Destinations using the AUI or vis API implementation.
You can find the API documentation here https://infosum.github.io/infosum-docs/api/v2/
The relevant sections for Destinations are under the Export section in the left-hand menu.
Please reach out to your InfoSum rep if you want to use API to ensure that your account has all the necessary settings and permissions.
Activation Set-up Examples
Working with a partner
When working with a media partner, they will usually manage the clean room operations, and activate any matched or expanded segment to their media platform for media activation. The activation will include a subsegment of their own data that matches your targeting criteria (not your original data)
You will need to permission your Insights Bunker to them and include activation permissions.
Exporting to a third-party location
If your preferred media partner is not part of the InfoSum ecosystem or is an off-Bunker platform such as a walled garden, you can still activate your own data (and sometimes, depending on the Destiantion, third-party data). Aside from enabling consistent planning ans activation across bunkered and off-bunker destiantions, there are two core use cases:
Enrichment for better lookalikes
For this use case, we recommend running an enrichment and segmentation exercise with a data provider or a complementary brand that can help you create higher-quality seed segments that can be used for lookalike modeling
Obtaining the right key
If you dont currently have the appropriate activation key for your chosen destination (e.g. you have only email, but your destination accepts only IP address), you might use a third-party fataset, such as a data provider, to transalte the keys.
Exporting back to your data storage
For enrichment and media activation use cases on your owned channels, you might wish to activate back to your own data storage. We have several CRM and CDP partners with which we’ve scoped a data ingestion protocol, and most other platfroms can ingest data using one of the connector protocols listed above. Please speak with your InfoSum representative if your partner is not listed so they can recommend or scope the best workflow.
(Beta) Private Path Activations
Please note that Private Path is a new product currently in Beta and not available to everyone in the InfoSum platform. When scoping your use cases, your InfoSum representative wil help you find the most appropriate activation option and might recommend Private Path.
Private Path leverages InfoSum’s privacy-enhancing technology, and replaces PII on activation with private, non-reversible, point-in-time synthetic IDs. This enables businesses to securely exchange enriched intelligence for advanced analytics and measurement.