Today we’re excited to introduce enhanced cookie syncing capabilities, giving mParticle customers the ability to activate mParticle audiences directly through advertising DMPs, DSPs and exchanges such as Adobe Audience Manager, DoubleClick, AppNexus and many more.
Cookies are used to associate a particular person’s web browser with actions taken, such as content view and things purchased. They are also used by a variety of platforms to personalize advertising messages.
The challenge is that cookies are domain specific, such that cookies set by one company’s DMP, for example, cannot be read by another company’s DSP. Cookie syncing is the means by which different parts of the advertising ecosystem communicate with one another, and now with mParticle’s native cookie syncing capabilities brands can integrate and orchestrate customer data across marketing and advertising platforms (and much more).
Getting started is easy. You simply set up a cookie sync configuration within the mParticle platform that allows mParticle to sync your advertising partner’s unique ID to the mParticle profile. You can then send a web audience to that partner, using an ID they understand and can act upon. For example if you add an Adobe Cookie Configuration, Adobe IDs will be added to that user’s profiles. You can then use our Audience Builder to send an audience to Adobe Audience Manager defined based on Adobe IDs, whenever available.
Contact us to learn more about cookie syncing today!