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Data Integration Methods

A high-level overview of how Audience Manager exchanges information with other data providers and systems.

Supported Data Integration Methods: Real-Time and Server-to-Server

Choosing the right integration method depends on a combination of business requirements and the technical capabilities of your data partner. Audience Manager exchanges visitor information with other data providers by either of the following methods:

  • Real-Time: Transfers data immediately as a user visits your site. This method is also known as a synchronous integration.
  • Batch (Server-to-Server): Transfers data between servers on a set schedule after a visitor has left the page. This method is also known as an out-of-band or asynchronous integration.

Prerequisites: Create a Trait Taxonomy

Before the integration process begins, remember to create traits and a folder structure in the Audience Manager UI. The taxonomy will contain all your traits organized in a logical hierarchy.

Integration Use Cases

A use-case summary of Audience Manager data integration methods along with the advantages and disadvantages of each.

Real-Time Server-to-Server Integrations

A real-time server-to-server data integration rapidly synchronizes user data between Audience Manager servers and another targeting system. In most cases, data exchange takes place within seconds or minutes, depending on the refresh rate of the targeting system. Note, however, the targeted system determines this refresh interval, not Audience Manager. Furthermore, the refresh rate can vary between different systems. A real-time, server-to-server integration is the preferred integration type for data exchanges. Audience Manager uses this method whenever targeting partners can support it.

Advantages:
  • Lets you qualify users for segments without seeing them again on the page, in a video player, etc.
  • Reduces the number of HTTP calls from the page. Fewer calls helps preserve the user experience.
  • Helps with time sensitive targeting so you can take action on a qualified user quickly.
  • Useful when moving to a DSP for offsite targeting.
Disadvantages:Less useful for onsite targeting when you need to target the user on the same page, or the next page, based on qualifying a user for that segment.

Server-to-Server Batch Integrations

A server-to-server batch integration bundles data and sends it to other systems at set intervals rather than in near real time. Data transfer intervals start from 24 hours. Some data providers support this integration type only. However, we鈥檝e seen a general trend away from batch integrations towards real-time integration methodologies.

Advantages:
  • Lets you qualify users for segments without seeing them again on the page, in a video player, etc.
  • Useful for targeting that is not time sensitive.
Disadvantages:The synchronization interval can delay targeting against the most current data.