Microsoft Advertising offers a sophisticated solution for campaign management that leverages first-party identifiers like first-id. This technology enables the use of first-id for cross-domain and cross-device frequency capping without relying on third-party cookies. The system operates through a network of publishers and advertisers who have implemented the first-id technology.
The Microsoft Advertising suite fully integrates the advantages of our open identifier system, similar to first-party IDs. This integration allows for:
- Precise targeting of campaigns using first-party data build with first-id
- Efficient management of frequency capping
These capabilities are enhanced by Microsoft’s proprietary technology, providing advertisers with a robust and privacy-compliant advertising solution.
How can I do that ?
If you just want to use first-id as an identifier to better manage your frequency capping on all your channels, all you have to do is make sure that you open the targeting of your campaign to users without third party cookies. This feature is available in this screen in the Microsoft Invest UI :
This will allow external such as first-id to be used for frequency capping. Please make sure also that the urls you are targeting are part of the first-id network (Don’t hesitate to contact us if you would prefer to operate your campaign through a curated deal that will ensure your targeting is optimal)
Data onboarding with first-id
Microsoft invest allow you to onboard and target data that you build with first-id. Many DMPs like mediartihmics, 1plusX, Weborama, have build connectors between first-id and DSP such as Microsoft Invest. you can contact them to make your segments available in xandr.
If you don’t have a DMP, you can still create segments from a list of first-id.
How can I do that ?
- To update segments via the xandr api, you need to open Batch segment Service rights to update a segment in the ad hoc xandr headquarters, and of course open API rights on the same headquarters (you’ll find the form to send to xandr support and the relevant answers in the appendix to this document).
- The file must be formatted and uploaded in AVRO format to xandr, respecting the extended-id nomenclature used by first-id.
- the segment to which the avro file is sent can be created beforehand via an api rest request, as explained here, or on a S3 Bucket that your Microsoft Ad representative will open for you.
here is what a line of the final file format should look like before it is transformed into Avro :
{"uid":{"eid":{"source":"first-id.fr","id":"4ba6266accb230f2fcd2dc503cd665d0"}},"segments":[{"id":33667072,"member_id":XXXX,"code":"PMDFIDFM","expiration":129600,"timestamp":0,"value":1}]}Corresponding to :
source : invariable
id : the value of the first-id
segments.id : id of the segment to populate
segments.code : Code of the segment to populate
member_id : Code of the member id of the seat the segments will be populated on
Don’t hesitate to contact us if you need more detailed informations on how to feed first-party segments based on first-id in your microsoft Invest seat.