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Audience Activation Protocol Overview

The Audience Activation Protocol enables AI assistants to discover, activate, and manage marketing audiences through natural language interactions.

Key Concepts​

Natural Language Discovery​

Instead of complex filtering interfaces, describe your audience naturally:

  • "High-income sports enthusiasts in major US cities"
  • "People interested in sustainable fashion who shop online"
  • "Small business owners looking for financial services"
  • "Premium automotive content with high viewability"

Multi-Platform Discovery​

Discover audiences across multiple platforms in a single request:

  • See where segments are already deployed (SSPs, DSPs, DMPs)
  • Compare segment IDs across platforms
  • Identify which platforms require activation
  • Perfect for data providers like Peer39 with wide distribution

Transparent Activation​

  • See which audiences are immediately available (is_live: true)
  • Know activation timeframes before committing (typically 24-48 hours)
  • Clear segment IDs for each platform
  • Account-specific vs platform-wide deployments

Flexible Pricing Models​

  • CPM: Traditional cost per thousand impressions
  • Revenue Share: Percentage of media spend
  • Choice: Some audiences offer both options

Standardized Size Reporting​

  • Individuals: Unique people (best for frequency capping)
  • Devices: Cookies and device IDs (largest reach)
  • Households: Unique households (B2B and family targeting)

The Four Essential Tools​

1. get_audiences​

Discover audiences based on your campaign needs across one or many platforms.

2. activate_audience​

Turn on audiences for specific platforms and accounts.

3. check_audience_status​

Monitor activation progress and deployment status.

Use Cases​

Data Provider with Multi-Platform Distribution​

Example: Peer39 Contextual Segments

Peer39 has contextual segments deployed across multiple SSPs. Instead of making separate calls for each platform:

Human: Find me Peer39's luxury automotive segments across all SSPs

AI: I found Peer39's "Luxury Automotive Context" segment deployed across:

**Already Live:**
- ✅ Index Exchange (Platform-wide): ix_peer39_luxury_auto_gen
- ✅ Index Exchange (Your account): ix_agency123_peer39_lux_auto  
- ✅ OpenX (Platform-wide): ox_peer39_lux_auto_456

**Requires Activation:**
- ⏳ PubMatic (Your account): 60 minute activation

This segment targets pages with luxury automotive content and high viewability.
Price: $2.50 CPM across all platforms.

Would you like to activate on PubMatic?

Agency with Personalized Catalogs​

Agencies often have accounts with multiple data providers, each offering both public and custom segments:

Human: Find audiences for our Nike running campaign

AI: I found relevant audiences from your data providers:

**LiveRamp (Your Omnicom catalog):**
1. Marathon Enthusiasts - Custom
   - Built exclusively for Omnicom clients
   - ✅ Ready on The Trade Desk
   - Price: $6.00 CPM (negotiated rate)

2. General Runners - Public  
   - Available to all LiveRamp users
   - ✅ Ready on The Trade Desk
   - Price: $3.50 CPM (standard rate)

How It Works​

Integration Flow​

The Audience Activation Protocol works within the broader Ad Tech Ecosystem Architecture:

  1. Discover audiences on audience platforms (LiveRamp, Experian, Peer39)
  2. Identify where they're deployed (multiple SSPs, DSPs, DMPs)
  3. Activate audiences for platforms where they're not yet live
  4. Execute campaigns on decisioning platforms using platform-specific IDs

Example Interactions​

Single Platform Discovery (Traditional)​

Human: Find me audiences interested in premium running gear for The Trade Desk

AI: I found 3 relevant audiences for The Trade Desk:

1. **Endurance Athletes** - 2.5M individuals
   - Status: ✅ Ready to use
   - Segment ID: ttd_endurance_2024
   - Price: $3.50 CPM

Multi-Platform Discovery (New)​

Human: Show me where Peer39's sports content segments are available

AI: Peer39's "Premium Sports Content" segment is deployed across:

**Supply-Side Platforms (SSPs):**
- Index Exchange: ✅ Live (ix_peer39_sports_478)
- OpenX: ✅ Live (ox_peer39_sports_923)  
- PubMatic: ✅ Live (pm_peer39_sports_115)
- Magnite: ⏳ Not deployed (24hr activation available)

**Demand-Side Platforms (DSPs):**
- The Trade Desk: ✅ Live (ttd_peer39_sports_pro)
- Amazon DSP: ⏳ Not deployed (48hr activation available)

All deployments are $2.00 CPM. Which platforms do you need?

Benefits​

For Data Providers​

  • Show complete distribution in one response
  • Reduce API calls from N platforms to 1
  • Highlight platform coverage to buyers
  • Simplify segment discovery across ecosystems

For Buyers​

  • See all options at once
  • Compare deployment status across platforms
  • Make informed decisions about activation
  • Understand true segment availability

For Platforms​

  • Efficient discovery reduces system load
  • Better user experience
  • Clearer view of segment distribution
  • Simplified workflow orchestration

Next Steps​