Data Collaboration Platform (DCP) media partner connections

Media partner platform:
Google Ads

Media partner name in DCP:
Google Ads

Media partner’s connection setup and account permissions requirements:

• Active Google account.
• User access: Standard or Admin access to the Google Ads account
• Customer Match: Must be enabled and approved
• Partner authorization: Account approved to work with the partner (via Google rep)
• Partner link: Backend connection created by Google

How it works:

A Standard/Admin user must enable the integration during setup. 
After that, the DCP uploads audiences automatically via the Partner Link.

Official resources:
Google Ads Customer Match help

Supported campaign types:

• Search
  Use Customer Match lists in Observation or Targeting mode to adjust bids or refine targeting for search queries.
• Display
  Target or exclude audiences directly across the Google Display Network using Customer Match lists.
• Video (YouTube)
  Use audiences for targeting ads on YouTube (in-stream, in-feed, Shorts).
• Shopping
  Apply audiences in Observation mode to optimize bids for users on Shopping campaigns.
• Performance Max (PMax)
  Use Customer Match lists as audience signals to guide Google’s automation (not strict targeting).
• Demand Gen
  Use Customer Match lists for direct audience targeting across YouTube, Discover, and Gmail.
• App Campaigns 
  App Campaigns for installs (ACi) use uploaded audiences only as optimization signals, while re-engagement campaigns (ACe) support deterministic targeting and are the primary method for audience activation.

App campaigns (ACi & ACe) guidelines

Google App campaigns (formerly known as Universal App Campaign - UAC) behave differently from other campaign types when using Customer Match audiences:

App Campaigns for Installs (ACi)

Designed for acquiring new users at scale.
Customer Match audiences cannot be used for direct targeting.
Uploaded audiences are used only as signals to improve Google’s machine learning and optimization.
Activation is fully automated by Google AI, with no control over audience inclusion/exclusion.
Requires sufficient account history (e.g., conversion data and spend) to be eligible.

App Campaigns for Engagement (ACe)

Designed for re-engaging existing users.
Customer Match audiences support deterministic targeting.
Advertisers can:

• Retarget specific user segments (e.g., churned users, purchasers)
• Run lifecycle campaigns (upsell, cross-sell, retention)

Audience lists from DCP are used as primary targeting criteria, similar to other platforms.

Connection expiration:

• Connections are generally persistent and don't expire automatically
• Re-authentication may be required if OAuth tokens are revoked, account permissions change, password/security settings are updated, or Google partner authorization changes

Audience freshness:

• Customer Match memberships expire after 540 days unless refreshed
• Recommended operational validation: every 60–90 days
• Recommended audience refresh: daily for performance/lifecycle campaigns; minimum every 7 days
• Critical audiences must not remain stale for more than 7 days

Additional requirements/limitations:

• Customer Match lists require a minimum of 1,000 active, matched users before they can be used to serve ads.
• EU Consent (DMA): You must add that for users in the European Economic Area (EEA), passing explicit, granted consent signals (ad_user_data and ad_personalization) is strictly required to use Customer Match. If consent is denied or missing, the user will not be processed.

Media partner platform:
Google DV360 (Display & Video 360)

Media partner name in DCP:
DV360

Media partner’s connection setup and account permissions requirements:

• Active DV360 account
• User access: Partner-level or Advertiser-level access with sufficient permissions
• Audience ingestion enabled: Account must allow 1st-party audience uploads
• Partner authorization: Account approved to work with the partner (via Google rep)
• Partner link: Backend connection created by Google

How it works:

The appropriate DV360 access permissions are needed to enable the integration during setup.
After that, the DCP uploads audiences automatically via the Partner Link.

Official resources:
Display & Video 360 audience help

Supported campaign types:

• Display – Used for direct audience targeting and exclusions
• Video (YouTube & Programmatic Video) – Used for direct audience targeting across YouTube and video inventory
• Audio – Used for targeting on digital audio inventory
• Native – Used for audience targeting across native placements
• Connected TV (CTV) – Used for targeting on streaming and TV inventory
• App campaigns: DV360 supports app install and re-engagement strategies, but in a programmatic, line-item-based model. It does not replicate Google Ads App Campaigns, and Customer Match audiences are used directly for targeting/exclusion rather than as core optimization signals or deterministic app-user targeting.

Connection expiration:

• Connection remains active unless revoked or permissions change (mirrors Google Ads behavior)
• Audience memberships follow Google Customer Match policies, including the 540-day expiration window

Audience freshness:

• Recommended operational validation: every 60–90 days
• Recommended audience refresh: daily preferred; maximum 7 days between refreshes for active campaigns

Additional requirements / limitations:

• Customer Match lists require a minimum of 1,000 active, matched users before they can be used to serve ads.
• EU Consent (DMA): You must add that for users in the European Economic Area (EEA), passing explicit, granted consent signals (ad_user_data and ad_personalization) is strictly required to use Customer Match. If consent is denied or missing, the user will not be processed.

Media partner platform:
Meta Ads Manager (Facebook / Instagram)

Media partner name in DCP:
Meta Ads

Media partner’s connection setup and account permissions requirements:

• Valid personal Meta (Facebook) account
• Business Manager created and linked to your personal account
• At least one Facebook Page
• Ad Account owned by or shared with the Business Manager
• User access:
  • Admin access to Business Manager
  • Admin or Advertiser access to the Ad Account

You must be the ad account owner or have Admin/Advertiser permissions on an ad account connected to a Business Manager. These permissions are required to manage ads and audiences and are essential for DCP integrations.

Important requirements:

• The Meta user used to connect the DCP must:
  • Accept Meta Ads Terms & Conditions
  • Accept Custom Audiences Terms of Service

The same user authenticating the DCP connection must have accepted these terms, otherwise the connection will fail.

How it works:

You need the required permissions during setup to connect the DCP.

After setup is complete:

• The DCP can upload and refresh audiences automatically.

Official resources:
Meta Business help

Supported campaign types:

Custom audiences created in the DCP can be activated across the following Meta campaign types:

• Awareness (Brand Awareness / Reach) – Used for broad audience targeting
• Traffic – Used to drive users to a destination (e.g., website or app)
• Engagement – Used for optimizing interactions (e.g., post engagement, video views)
• Leads – Used for lead generation campaigns
• App Promotion – Used for app installs and re-engagement
• Sales (Conversions) – Used for driving purchases or other conversion events

DCP audiences (Custom Audiences) can be used for direct targeting across all Meta campaign types, supporting full-funnel use cases from awareness to conversion.

Connection expiration:

• Connections are generally long-lived but may break due to: password resets, MFA/security changes, revoked permissions, Business Manager ownership changes, or Meta policy reviews

Audience freshness:

• Recommended operational validation: every 60–90 days
• Recommended audience refresh: daily for conversion/lifecycle campaigns; every 3–7 days acceptable for awareness campaigns

Media partner platform:
TikTok Ads Manager

Media partner name in DCP:
TikTok

Media partner’s connection setup and account permissions requirements:

TikTok Ads Manager account.
Approved and active advertiser account.
Admin access to the advertiser.

Active TikTok Ads account (Ads Manager)

• Ad Account access:
  • Admin or Operator access to the TikTok Ads account
• Audience permissions:
  • Ability to create and manage Custom Audiences
• Partner authorization:
• The partner (DCP) must be granted access via TikTok Business Center or Ads Manager

How it works:

An Admin or Standard user is required during setup to authorize and connect the DCP.

After setup is complete:

• The DCP can upload and refresh audiences automatically
• Audience activation happens directly within TikTok Ads using those uploaded audiences

Official resources:
TikTok Business Center partner access help

Supported campaign types:

Custom Audiences created in the DCP can be activated across the following TikTok campaign types:

• Reach – Used for maximizing audience exposure
• Traffic – Used to drive users to a website or landing page
• Video Views – Used to maximize video engagement
• Lead Generation – Used to collect leads directly on TikTok
• App Promotion – Used for app installs and re-engagement
• Conversions (Website Conversions) – Used to drive actions such as purchases or sign-ups

DCP audiences (Custom Audiences) can be used for direct targeting across all TikTok campaign types, supporting full-funnel use cases from awareness to conversion.

Connection expiration:

• OAuth/business authorization may expire or be revoked due to permission or admin changes

Audience freshness:

• Recommended token and permission validation: quarterly
• Recommended audience refresh: daily preferred; maximum 7 days for active audiences

Additional requirements / limitations:

• Minimum Audience Size: A Custom Audience requires a strict minimum of 1,000 total matched users before it can be applied to an ad group

Media partner platform:
Pinterest Ads Manager

Media partner name in DCP:
Pinterest

Media partner’s connection setup and account permissions requirements:

• Active Pinterest Business account
  Ads Manager account linked to the business
• User access:
  • Admin or Analyst (with audience permissions) access to the ad account
• Audience permissions:
  • Ability to create and manage Customer Lists (audiences)
• Partner access:
  • The partner (DCP) must be granted access to the ad account via Business Manager

How it works:

An Admin or (or sufficient) user is required during setup to connect the DCP and grant permissions.

After setup is complete:

• The DCP can upload and refresh audiences automatically

Official resources:
Pinterest audience targeting help

Supported campaign types:

Customer List audiences created in the DCP can be activated across the following Pinterest campaign types:

• Awareness – Used to maximize reach and brand visibility
• Consideration (Traffic / Engagement / Video Views) – Used to drive clicks, engagement, or video views
• Conversions – Used to drive actions such as purchases, sign-ups, or other conversion events
• Catalog Sales (Shopping ads) – Used to promote products from a catalog and drive purchases

DCP audiences (Customer Lists) can be used for direct targeting across all Pinterest campaign types, supporting full-funnel use cases from awareness to conversion, including shopping/catalog campaigns.

Connection expiration:

• OAuth tokens and partner permissions may expire or be revoked depending on business/account changes

Audience freshness:

• Recommended operational reconnect validation: every 60–90 days
• Recommended audience refresh: every 1–7 days, depending on campaign type

Media partner platform:
The Trade Desk (TTD)

Media partner name in DCP:
The Trade Desk

Media partner’s connection setup and account permissions requirements:

• Active The Trade Desk (TTD) account
• User access:
  • Admin or Trader-level access to the account
• Audience permissions:
  • Ability to create and manage first-party audiences (data segments)
• Data sharing enabled:
  • Account must allow data onboarding / audience ingestion from external partners (such as DCPs)
• Partner authorization:
  • The partner (DCP) must be approved and linked as a data provider in TTD
• API credentials (required) Required for API-based audience upload and activation:
  • Generate from the “First Party Data Credentials” section in TTD (or request them from your TTD account admin):
    • Advertiser ID
    • Advertiser Secret Key

How it works:

An Admin or Trader user is required during setup to:

• Enable the integration
• Generate API credentials
• Approve partner data sharing

After setup is complete:

• The DCP uploads audiences via API credentials + partner configuration
• Audiences are available as first-party data segments in TTD

Official resources:
The Trade Desk platform

Supported campaign types:

First-party audiences created in the DCP can be activated across the following TTD campaign types:

• Display – Used for direct audience targeting across web and in-app inventory
• Video (Online Video & CTV) – Used for targeting on programmatic video and connected TV inventory
• Audio – Used for targeting on digital audio/streaming platforms
• Native – Used for audience targeting across native ad formats

DCP audiences in The Trade Desk are used for direct targeting across all campaign types, including Display, Video (CTV & OLV), Audio, and Native, enabling deterministic audience activation across channels.

Connection expiration:

• API credentials are typically long-lived until manually rotated or revoked
• Recommended credential rotation: every 6–12 months per security policy

Audience freshness:

• Recommended audience refresh: daily or weekly, depending on activation use case and segment volatility

To create a media partner connection as part of the audience-builder flow:

Follow the instructions detailed here.

To create a connection outside the audience-builder flow:

1. In AppsFlyer, from the side menu, select Collaborate > Data Clean Room.
2. From the top-right menu, click Manage connections.
3. Click New connection. If you already have existing cloud connections in your account, you'll see them all under Partner.

4. From the New media partner connection dialog, select the relevant media partner.

   

5. Enter a connection name.
6. Log in to the media partner account with your credentials, and follow their instructions to enable AppsFlyer access.
7. Click Select account ID and select the relevant account for this connection.
8. Click Save. The new connection is added to the list of partners.