At a glance: See how the AppsFlyer Data Collaboration Platform provides a secure solution for commerce companies and brands to enhance campaign outcomes by leveraging their data, building targeted audiences, and activating collaborations within their media networks.
Introduction
The AppsFlyer Data Collaboration Platform is a secure innovative solution that addresses challenges in the Commerce Media market. By integrating privacy-centric features and trust-based collaborations, the platform enables commerce, retail companies, and brands to leverage their data and build targeted audiences to enhance campaign outcomes within their media networks (onsite media) and within paid media (offsite media).
How does it work?
Collaborators initiate the process by securely connecting their first-party data from cloud services to the DCP using privacy-enhancing technologies. After establishing the data connection, the collaborating parties can leverage audience-building tools to create audiences and then activate them as per their agreements and permissions.
What’s the difference between DCR and DCP?
The Data Collaboration Platform (DCP) functions as the central point for data collaboration, including audience creation and activation. DCP relies on the advanced technology of the Data Clean Room (DCR) to ensure data privacy and security for the collaboration and audience management processes.
Use cases
Commerce retailers and brands collaborate to enhance customer experiences and optimize marketing strategies through data-driven insights. See the following examples of how this collaboration unfolds.
Personalized marketing to consumers
Exchanging anonymized data between commerce retailers and brands to create tailored ads based on individual shopping behaviors.
Example: Non-endemic advertising
A cross-sector collaboration: An affordable fashion retailer targets supermarket customers to reach out to parents who frequently purchase diapers. They promote their ads for toddler clothing.
Example: Endemic advertising
Reaching a ready-to-buy audience: A food delivery retailer collaborates with a fast-food brand. The retailer leverages its extensive base of users ordering food deliveries and promotes the brand’s special sale directly on its app. The brand gains visibility and a more precise, personalized audience, which increases campaign performance.
Audience segmentation and targeting
Identifying customer segments, such as "value-conscious shoppers" or "brand loyalists", who are considered ready-to-buy audiences, using anonymized purchase history and browsing behavior. For example:
Example: Non-endemic advertising
A brand collaborates with a retailer to promote running shoes. The brand wants to target shoppers who searched for running shoes within the last 7 days on the retailer's in-app search but didn't make a purchase.
Example: Non-endemic advertising
A clothing brand collaborates with a CMN hotel chain to promote its summer collection to travelers visiting tropical destinations.
[Coming soon] Measurement, insights, and attribution modeling
Analyzing the impact of marketing campaigns on sales and attributing conversions to specific touchpoints to optimize advertising returns.
Commonly used DCP terms
Get a deeper understanding of some key terms used in data collaboration platforms.
| Term | Description |
|---|---|
| Audiences | Segmented data files created within the DCP from combined datasets. Based on the agreed permissions, the audience is used for activation either with media partners or sent to the collaborator's cloud connections. |
| Data connections | A connection to the cloud services in which your first-party data is stored. This is used to either share your data with collaborators or receive audiences created on the DCP. |
| Data sources | A structured folder with a location of your first-party data files that are used in the DCP. This is used when querying the data and building audiences within the platform. |
| Endemic Advertising | Ad placement that’s natural to a market and describes the products that are typically sold by the e-commerce site where the search is taking place. |
| Non-endemic Advertising | The practice of buying and selling retailer ad inventory to promote a product or service from a brand that isn’t sold by the retailer, but is relevant or complementary to the retailer’s customer and their needs. |
| Onsite/Offsite advertising | The distinction between advertising efforts conducted on a company's own digital properties (onsite) and those carried out on external platforms or websites (offsite). |
DCP workflow essentials
An effective setup involves careful planning. The following steps guide you in preparing the data and setting up the DCP (the order of steps is flexible).
- Determine the target audiences for the DCP. These audiences are a product of first-party data collaboration and segmentation within the DCR. Choose the first-party data sources necessary for creating these audiences.
- Specify your queries and create prototype files. Outline the queries required to extract the data and generate source data files. Produce initial data files for early validation of structure, quality, format, and other attributes before finalizing the complete dataset.
- Create the basic cloud storage structure. This forms the foundation for your data sources and audiences
- Create automated workflows. Implement processes for extracting data, generating source subfolders, and scheduling routine uploads of files alongside _SUCCESS indicators.
- Configure your data sources within the DCP.
- Create data connections.
- Create and activate your audiences.