Data Management Platforms (DMPs) provide a mechanism to update cookie-based audiences outside of a client web session. After a DMP establishes a cookie for an individual who visits an advertiser's website, subsequent updates can be made through S2S updates to the DMP. These updates can then be delivered to a separate ad platform responsible for selecting and bidding ad inventory, such as a Demand Side Platform (DSP). Each of these media buying platforms should have a separate destination to account for differences in paid action priority for an individual across different destinations.
Paid Media Manager provides out-of-the-box support for the Adobe Audience Manager DMP. Paid Media Manager generates the appropriate traits and audiences within Adobe Audience Manager (AAM) through the AAM API. After a scheduled run completes, a file is also generated with the audience updates produced by Next Best Action. This file is delivered via S3 bucket or FTP to Adobe. Adobe Audience Manager can take up to 48 hours to propagate these updates to downstream DSPs and other third-party cookie-based platforms. In addition to Adobe Audience Manager, you can also configure paid destinations for a generic DMP.
For DMPs, updates are only made in response to scheduled runs and segments.