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Overview

AppNexus is a programmatic advertising platform that enables marketers to buy and sell digital advertising across a range of channels, including display, video, mobile and native. It provides a range of features and capabilities that enable marketers to reach their target audiences, optimise their campaigns and measure their results.
Note:In both cases, our data is considered third-party data by clients, as opposed to the Google DMP integration where our data would look like first-party data.

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Supported Identifiers

This channel supports AppNexus Cookie and MAIDs.

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Available Actions and Supported Features

Action NameID EXTENSIONDELETEDELTA UPLOAD
Send identifiers to AppNexus✅✅-

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Components of AppNexus

Ensure that you have details about Seat ID available before creating a Destination.

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Seat ID

This is the ID for your Advertiser account. You can find it next to your account name. However, in the case of a Publisher account, this is the Audience Link ID.

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Create a Destination for AppNexus

Perform the following steps to create a destination for AppNexus:
1
Log into the Zeotap CDP App and go to the DESTINATIONS application.
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Click + Create Destination.
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Under All Destinations, search for AppNexus.
4
Click AppNexus. A screen appears displaying details about the particular destination towards the left. On the right-hand side of the screen find a list of fields that are required for the integration to be established. Enter the required details as mentioned in the following steps:a. Enter a name for the Destination.b. Enter the Seat ID number on which the client has requested the Audience/Segment.c. Review all the values entered above and then click Next to proceed.
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In the new screen that appears, choose the appropriate Action and mapping as explained below.a. Choose the desired action under Choose your Action and then choose the corresponding identifiers under Map the Fields. By default, the Output Identifiers that are accepted by the platform such as, MAIDs, Cookies, email Ids and more are displayed. However, you can edit, add or remove an identifier from the list. To do so, refer here.b. Click Create Destination. The created Destination gets listed in the Target and Audiences applications, which can be linked to an Audience/segment.
For information about how to link an Audience or segment to the created Destination in Audiences and Target applications, refer here. Note that it can take one business day for the Audience/segment to be available at the AppNexus seat.
Note:The terms Audiences and Segments are used interchangeably to refer to customer cohorts belonging to a specific category. For example, an Audience or a segment can be a specific group of customers who are over 18 years of age and have performed an addToCart event within the last 30 days.

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Activate Audience/Segments in the Data Marketplace as Buyer

Perform the following steps to activate the third-party segments for the Data Marketplace setup:
1
Log into the AppNexus Data Marketplace console.
2
Click the Audiences tab and then click Segments from the drop-down menu.
Note:Ensure that you do not share segments with non-activated buyers as it can result in untracked usage.
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In the window that appears, click Manage Data Providers.
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Select the data providers that you want to access segments from, including Zeotap and click Save.
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Refresh the page to view the data provider’s segments on your account. Note that after adding Zeotap as a data provider, you can find the segments under the Shared Segments section.
Last modified on February 26, 2026