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Reducing wasted ad spend based on destination-specific interaction results

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Individuals interact with your actions, for example, by clicking a link in the ad, accepting or rejecting the offer, or ignoring the action altogether. The individual's preferences captured in the results of these interactions can be used to increase the accuracy of adaptive models and leverage destination-specific responses.

The CapturePaidResponse service is used by media strategies to drive downstream learning based on paid interactions such as paid clicks. Interactions captured from paid channels are recorded and used to improve the accuracy of adaptive models and drive decisioning. This intelligent learning allows a media strategy to make destination-specific audience decisions for the same action.

For example, if Troy Murphy is more likely to click an ad on Facebook than on LinkedIn, the media strategy can put that individual into a higher-priority audience on Facebook and a lower-priority audience on LinkedIn. In this way, you can bid more for the individual on the destination where they are more likely to interact with your message.

The service supports the POST HTTP method. The website to which an individual is redirected when they click the URL must contain JavaScript that fetches parameters from the click URL and passes them to the CapturePaidResponse service.

For the request, the service expects a JSON Object with the following attributes:

  • CustomerID - Used to identify individuals based on information captured during their interactions with the destination. For individuals yet to be identified, a unique id is stored in a browser cookie. Once an individual has been identified as a customer, their encrypted customer id is stored. For more information, see Identifying customers with identity matching.
  • ExternalAudienceId - For ad platforms other than Google Ads and Facebook Ads, this parameter is instead used to associate an ad to a specific audience and find the action corresponding to the ad. Configure the click URL of the ad to include the ExternalAudienceId. You can see the ExternalAudienceId for each audience in the AUDIENCE KEY field on the Paid Media Audiences landing page.
  • AccountId - The ID of the paid destination.
  • ReferrerUrl - The HTTP referer of the requested website.
  • Source - The site which sent the request.
  • Utm_medium - The type of link which was used.
  • Optional: AdSetID - For Facebook Ads and Google Ads, include the AdSetID parameter in the click URL. For Facebook Ads, the AdSetID parameter corresponds to adset_id; for more information, see About URL parameters. For Google Ads, the parameter corresponds to {adgroupid}; for more information, see About ValueTrack parameters. The parameters identify the ad set for which the ad is created, and identify the action corresponding to the ad.
  • Optional: DestinationType - For Facebook Ads and Google Ads, this parameter identifies the destination type.

An example POST request is below:

{ "CustomerID":"TestID31265",
"ExternalAudienceId":"90a6",
"AccountId" : "facebook_test_ac",
"ReferrerUrl": "facebook.com",
"Utm_medium":"Banner Ad" ,
"AdSetID":"TestAd85372",
"DestinationType":Facebook

In order to update which ads an individual is targeted with after they have accepted an offer, real-time container execution for paid media is triggered asynchronously if the request contains the container name and the response corresponds to a final stage, such as Accepted or Rejected.

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