Amazon Advertising DSP Connector Setup Guide

The Amazon Ads API enables Amazon advertisers and members of the Amazon Advertising Partner Network to programmatically manage advertising operations. Tealium’s integration with Amazon Ads Data Provider API allows clients to add and remove visitors from audiences within Amazon Ads DSP.

Connector actions

Action Name	AudienceStream	EventStream
Add Hashed Record	✓	✗
Add to Audience	✓	✗
Remove from Audience	✓	✗

Configure settings

Navigate to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see the About Connectors article.

When you add this connector, you will be prompted to accept the vendor’s data platform policy.

After adding the connector, configure the following settings:

• API Base URLs
  Select your API Base URL.

• Amazon Advertiser ID
  Enter your Amazon Advertising account ID.

Click Done when you are finished configuring the connector.

Action settings — parameters and options

Click Continue to configure the connector actions. Enter a name for the action and then select the action type from the drop-down menu.

The Amazon Advertising DSP connector supports the following actions:

• Add Hashed Record

• Add to Audience

• Remove from Audience

The following section describes how to set up parameters and options for each action.

Action — Add Hashed Record

This action is used to send hashed PII and an external identifier (for example, customer ID) to Amazon DSP to match Amazon shoppers with their hashed customer records, including name, email, mobile, address, and zip code. Advertisers can then use the data provider API to add customers to audiences using the previously sent external identifier.

For example, configure a Known Customer audience that visitors join when both their email and customer ID are present in their profile. Then configure an Amazon DSP connector with the Add Hashed Record action that triggers when a visitor joins the Known Customer audience. The connector’s action sends the hashed email and the customer ID to Amazon. That customer ID can then be used later to add that visitor to an audience via the Add to Audience Amazon DSP connector action.

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

• Max number of requests: 5000
• Max time since oldest request: 10 minutes
• Max size of requests: 5 MB

Parameters

Parameter	Description
External ID	The external identifier for this record. This can be any ID unique to the record in the caller’s own identity space. This identifier will be matched to hashed records in Amazon Ads and can then be used to add users to audiences.
Email Address (already SHA256 hashed)	Email address. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
Email Address (apply SHA256 hash)	Email address. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.
First Name (already SHA256 hashed)	First Name. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
First Name (apply SHA256 hash)	First Name. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.
Last Name (already SHA256 hashed)	Last Name. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
Last Name (apply SHA256 hash)	Last Name. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.
Street Address (already SHA256 hashed)	Street Address. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
Street Address (apply SHA256 hash)	Street Address. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.
Phone Number (already SHA256 hashed)	Phone Number. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed and hashed using SHA256 hash.
Phone Number (apply SHA256 hash)	Phone Number. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim and hash this value using SHA256 hash.
City (already SHA256 hashed)	City. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
City (apply SHA256 hash)	City. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.
Postal Code (already SHA256 hashed)	Postal Code. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
Postal Code (apply SHA256 hash)	Postal Code. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.
State (already SHA256 hashed)	State. Must be SHA256 Hashed. If already hashed, use Already SHA256 Hashed option. Provide a value which has been whitespace trimmed, lowercased and hashed using SHA256 hash.
State (apply SHA256 hash)	State. Must be SHA256 Hashed. Use Apply SHA256 Hash option with plain text value, the connector will whitespace trim, lowercase and hash this value using SHA256 hash.

Hashed attibutes

Mapped values need to be normalized and hashed according to Amazon’s Hashed Audience documentation.

Action — Add to Audience

This action is used to add a visitor to an audience within Amazon DSP. For exaqmple, you can to add a visitor to a specific Amazon DSP audience for retargeting when they reach a certain lifetime spending threshold.

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

• Max number of requests: 2000
• Max time since oldest request: 10 minutes
• Max size of requests: 1 MB

Parameters

Parameter	Description
Audience ID	To use an existing Tealium-created Amazon audience, enter its ID and click Verify Audience ID to verify that the audience is correct. Be sure to copy-paste this name from an existing Tealium connector action configuration and not from the ID displayed in the Amazon interface. To create a new audience in Amazon DSP, click Create Audience. Then, enter the following information: The name for the new Amazon DSP audience A description A unique External Audience ID A comma-separated list of two-letter country codes. This is a DMA-related field that represents the source of the user audience data. The default value is UNKNOWN.
External ID	An External ID previously sent to Amazon via hashed matching.
MAID	Mobile advertising identifier.
Amazon Cookie	Cookie obtained via a cookie sync.

Action — Remove from Audience

This action is used to remove a visitor from an audience within Amazon DSP. For example, you can remove a visitor from a specific Amazon DSP audience when they leave an Audiencestream audience so they are not retargeted.

Batch limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

• Max number of requests: 2000
• Max time since oldest request: 10 minutes
• Max size of requests: 1 MB

Parameters

Parameter	Description
Audience ID	To use an existing Tealium-created Amazon audience, enter its ID and click Verify Audience ID to verify that the audience is correct. You can copy the audience ID created in the “Add to Audience” action configuration. Be sure to copy-paste this name from an existing Tealium connector action configuration and not from the ID displayed in the Amazon interface.
External ID	An External ID previously sent to Amazon via hashed matching.
MAID	Mobile advertising identifier.
Amazon Cookie	Cookie obtained via a cookie sync.

Integration strategies

There are three options for user identification when adding a visitor to an Amazon DSP audience:

• Cookie ID
• External ID
• MAID

Your integration strategy will differ depending on the user identifier used.

Cookie ID

The Cookie ID identifier is a first party identifier matched to a third party cookie within the Amazon system, and this Cookie ID identifier can be used to target anonymous visitors on a browser level. The Amazon Advertising Cookie Matching Service TiQ tag provides an easy integration, passing the first party tealium_visitor_id to Amazon for matching.

A visit or visitor level attribute can be created to hold this tealium_visitor_id value. The attribute is mapped in the Amazon DSP connector to Cookie ID.

External ID

The External ID is a unique identifier for a visitor, which has first been matched in the Amazon DSP system with hashed PII. This ID can be a client-owned identifier, such as customer ID, or it can be a Tealium-generated identifier, such as tealium_visitor_id. The identifier should persist for the lifetime of the visitor and should not change per device.

Prior to using the External ID in an Add to Audience action, customers first need to send the ID and hashed PII to Amazon using the Add Hashed Record action.

The following two example implementations assume that email is used as the hashed PII and the email address is captured in a visitor-scoped attribute:

Customer ID example

(This example assumes Customer ID is a visitor-scoped attribute populated by the client’s system.)

Configure a Known Customer audience that visitors join when both Customer Email and Customer ID are present in their profile. Then configure an Amazon DSP connector with the Add Hashed Record action that triggers when a visitor joins the Known Customer audience. In this action, map Customer ID as External ID and Customer Email as a hashed identifier. The connector’s action then sends the hashed email and the customer ID to Amazon. The Customer ID value can then be used later to add that visitor to an audience via the Add to Audience connector action.

Tealium Visitor ID example

Configure a visitor-scoped attribute First Tealium VID, which captures the tealium_visitor_id event attribute if the visitor-scoped attribute is not populated. Create an audience Amazon DSP that visitors join when First Tealium VID and Customer Email are populated. Configure up an Add Hashed Record action in the Amazon DSP connector to trigger when a visitor joins the Amazon DSP audience. In this action, map First Tealium VID as External ID and Customer Email as a hashed identifier. The First Tealium VID value can then be used to add visitors to Amazon audiences using the Add to Audience connector action.

MAID

A Mobile Advertising Identifier (MAID) is a unique pseudo-anonymous identifier tied to a mobile phone. Like the Cookie ID, this identifier is device-based and not dependent on PII. Create a visitor-level attribute to persist the MAID identifier, which is then used in the Add to Audience connector action as the user identifier.