Amperity and Yahoo DSP: first-party audience activation
Amperity sends first-party customer audiences to Yahoo DSP through DataX, placing segments in the taxonomy associated with your Seat MDM ID. Define customer groups in Amperity, then validate their availability before using them in Yahoo DSP campaigns.
Get a demoSee the Yahoo DSP docs
What teams can do with Amperity and Yahoo DSP
Build Yahoo DSP segments using customer purchase and engagement history.
Bring online and offline customer relationships into audience selection.
Separate customer groups for different offers and campaign goals.
Manage named segments in the correct Yahoo DSP taxonomy.
Align membership duration with the purpose of each audience.
Validate list availability before committing a dependent campaign launch.
How Amperity and Yahoo DSP connect
1. Define the customer audience
Select customers in Amperity and apply the exclusions appropriate to the campaign.
2. Validate the taxonomy location
Amperity uses the Seat MDM ID to locate the correct Yahoo DSP taxonomy; this validation can take up to 30 minutes for each send.
3. Send and verify the segment
DataX manages the segment in Yahoo DSP. Allow for downstream processing and check availability before campaign activation.
Identity and matching for Yahoo DSP audiences
Amperity unifies customer records before audience selection; Yahoo DSP performs the downstream identity matching and applies its activation requirements. The audience you define, the records accepted, and the customers reachable in a campaign are different measurements. Validate a sample and review the selected attributes with your operator instead of assuming every customer will match.
What the Yahoo DSP connection supports
Capability | Supported behavior |
|---|---|
Direction and method | Amperity → Yahoo DSP through the DataX REST API. |
Taxonomy selection | Seat MDM ID identifies the brand's taxonomy location; validation can take up to 30 minutes each send. |
Segment naming | Existing or new named segment; segment name must be 255 characters or fewer. |
Membership duration | 0–90 days, default 30. Setting 0 removes all audience members immediately. |
Availability | Allow up to 48 hours after Amperity finishes sending for updates to become available. |
Consent fields | When storage-consent and personalization-consent are present, both must be set and at least one true for inclusion. |
What teams do with Amperity and Yahoo DSP
Reconnect with customers whose buying pattern changed
Build a segment of customers whose purchase history indicates they may be ready to return, using an interval appropriate to the product and buying cycle. Send the audience to Yahoo DSP and review it before selecting creative and campaign settings. Maintain the business criteria in Amperity so the media team can understand who qualifies and why. Choose a membership duration that fits the intended retention campaign rather than relying on the default.
Separate offers for different customer relationships
Use available customer attributes to distinguish recent buyers, repeat customers, and customers with an interest in a particular category. Create named segments that the media team can recognize in Yahoo DSP, then map each to the appropriate campaign objective and offer. Keep segment definitions and exclusions visible to the campaign owner. Confirm that each list is available before launch, since a successful send and a usable audience are separate milestones.
Plan customer audiences before a scheduled promotion
Define the intended customer group ahead of a promotion and coordinate the send with the team managing Yahoo DSP. Include taxonomy validation and downstream processing in the launch plan, then inspect the audience in the destination before approving media activation. If the campaign depends on recent purchases or time-sensitive exclusions, evaluate whether the documented processing window fits the requirement. Keep an explicit owner for checking audience readiness when the campaign schedule changes.
Setting up the Yahoo DSP connection
Have the Yahoo DSP account owner provide the correct Seat MDM ID securely, then configure the destination with your Amperity operator. Confirm the segment name, intended membership duration, selected audience attributes, and applicable consent fields before testing.
Start with a small sample and validate it in Yahoo DSP before sending the full audience. Review workflow errors and downstream availability separately. The connector's handling of consent fields is a technical inclusion rule; your team remains responsible for selecting data and permissions appropriate to its activation.
See the Yahoo DSP docsYahoo DSP integration FAQs
Can Amperity send first-party audiences to Yahoo DSP?
What is the Seat MDM ID used for?
How long does it take for a Yahoo DSP audience to appear?
How long do members stay in a Yahoo DSP segment?
Does the Yahoo DSP connector automatically make an audience compliant?
Put customer context to work in Yahoo DSP
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