Is Ad Cloud able to pass display media exposure back to AA, and then have this forwarded via Server side ?
Advertising Cloud is able to pass data in Analytics via Adobe server to server integration for Adobe to understand if the ad impacted the consumer to visit the website. For example, Adobe can capture view-through data and understand if someone saw the display ad (delivered via Advertising Cloud) and then went to the advertisers’ web page a few days later (via the Analytics pixel on the web-page), we can capture that as a view-through conversion and say the ad contributed to the person visiting the website. From there, Analytics can understand other ways users are interacting with the web page (bounce rate, page views etc.) to help create audiences to re-target, or build look-a-likes (via pushing Analytics segments into Audience Manager). Additionally, we can create audiences via Analytics data and push those audience segments into Audience Manager through server to server integration to house all segments in one place for organization.
You have the option to push audiences straight from Analytics into Advertising Cloud to target, or can push the audiences into Audience Manager for organization and then push from AAM to Ad Cloud to target.
The benefits of using all three products together are:
– Capture audience and website behavior and use it to build segments of in-market intenders
– Create a single view of the customer form your unified data, enriched and added data
– Deliver a personalized ad to an audience at the right time whenever they are in an authentic and relevant experience
– Continue to personalize through analysis, reporting & optimization
Yes. Generally, Internet traffic can be broken down by connectivity type into:
1) Wired PC-based traffic
2) WiFi-based mobile-device and PC traffic and
3) Cell tower-based mobile device traffic.
IP geolocation data will enable you to accurately target the first two connectivity types – fixed and Wi-Fi. In terms of traffic from mobile devices specifically, Wi-Fi connections represent well over 80 percent of mobile Internet device traffic in terms of how users are connecting, meaning most mobile device traffic can be accurately targeted using IP geolocation.