Martech

Admixer & Oracle BlueKai Integration

🔍 Learn how we enhanced audience targeting by integrating Admixer with Oracle BlueKai, enabling real-time cookie matching and daily audience updates.

About the integration

The integration of Admixer with Oracle BlueKai aimed to move recognized user-audience groupings from Oracle to make them available for an online target campaign via the Admixer system. Credit was given for implementation of real-time cookie matching with Oracle and daily upload of the new users from Oracle into Admixer segments. The major objectives were to increase the audience volume and, hence, the relevant reach for advertising campaigns targeted at specific users.

Several interesting features were noted in that the client's segments were filled at the same time from different sources — some users were continuously fed from Oracle and others collected using a questionnaire housed on the client’s Web sites. This resulted in a constant influx of the relevant users into the segments.

Admixer & Oracle Bluekai Integration for Enhanced Ad Campaign Relevance

The integration of Admixer with Oracle BlueKai was implemented to utilize segmented, compiled audiences from Oracle BlueKai’s Data Management platform (DMP) as one major source for repopulating clients’ custom-built DMP Provider segments, using Admixer’s technology, for targeting in advertising campaigns.

The primary objectives of the integration

Extend the volume of pertinent audiences

Enhance the effectiveness of targeted advertising

This was attainable through the two systems exchanging their data in order to update and expand their respective user segments continuously.

Key Challenges and Integration Tasks

01. Real-time cookie matching implementation

Admixer offers various methods for cookie-matching and identification; thus, from synchronization and user identification point of view, a specific mechanism had to be implemented meeting Oracle BlueKai requirements covering accurate identifier exchange between the two platforms.

This real-time mechanism of cookie matching was configured for correct audience transfer. Whenever a user reached the client's site, an ID Swap Tag was fired. This tag opened a request to Oracle BlueKai, passing a valid unique user ID number (BKUUID) back to the Admixer system. This ID could now be used, stored in the ID mapping table, to effectively target audiences in advertising campaigns.

02. Daily automatic updates with a transfer of new users

To keep the segments current, new users were pushed from Oracle BlueKai to Admixer daily. Files with updated data were generated automatically by Oracle and uploaded to Oracle Cloud storage via SFTP access through DMP. Admixer fetched now and processed this information to fill in its user segments. Thanks to such automation, the following advantages were achieved: automatic updates of segments without any human input; broadened reach due to on-boarding new users; optimized ad spend thanks to current data.

03. Hybrid Segment Enrichment from Multiple Sources

This method gave a direct response from users for first-party data collection, including the segments comprising first-party data pertinent to the client requirements. As a result, the segments are not only enhanced with Oracle BlueKai DMP data, but even their specificity has already been enhanced to fit the needs of the client. This hybrid technique accentuates quality in audience targets and indeed increases its effectiveness in the next phases of advertising campaigns.

Integration outcomes

Improved accuracy of targeting

Advertising campaigns were delivered with better quality and fresher segments, thus improving the effectiveness of the ad messages.

Broader audience reach

Daily publishing of audience lists by Oracle BlueKai, coupled with first-party data collection, greatly broadened the pool of potential users to be targeted.

Automated with cut down on the cost of business operations

The integration allowed for lesser manual labor and streamlined the process of data transfer to release the workload on technical teams.

Flexible Audience Management

Using various data sources for segment enrichment enabled advertisers to customize their campaigns based on the latest consumer behavior and market trends.

Summary

The integration between Admixer and Oracle BlueKai further highlights the effectiveness of a hybrid approach to audience segmenting and its use. Through delivery of audience exchange through automation and hybrid data collection, advertisers were able to achieve better targeting, higher conversions, and optimize advertising spend.