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Adobe Experience Platform Use Case

Paid Media Spend Optimization

AEP use case leveraging data sharing with marketing platforms like GoogleAds, Facebook Ads, etc. 

Use Case

As a digital marketer, I want to report lead generation via server-to-server (S2S) connectivity to my advertising partners, so that I can optimize my advertising spending even if client-side tracking was technically not possible (third party cookies not supported, usage of ad-blocker, cross-domains journeys, iOS device…). This allows sending conversions to advertising partners via S2S API for example to facebook Ads or Google Ads.

For this use case, a conversion means a lead has been generated and recorded in AZ back-end system. Variations of this use case could be to track 'purchase' (new policy created) or account registration.

Architecture

Cookieless World: AEP to Google Ads or Facebook Ads

AEP UC1
How It Works
The sample registration/lead form below can be assumed as an active way for website visitors to show interest in a particular insurance product, and submission of their contact details can be assumed as a request for contacting them by an agent. 

In order to enable this use case, we have implemented web form tracking using the latest AEP Web SDK. When the user clicks on the "submit" button, all the user details are sent over to AEP Real-Time Customer Data Platform (RT-CDP). We can then use this data to build the user profile, and also add more profile attributes which could help to add value to this profile and which could be extended to relevant cohort or product interest audience segment. 

When this user profile qualifies for more ad-targeting on external platforms like Google Ads or Facebook Ads, this audience group along with all the valid profile attributes can be shared with external marketing platform using APIs or server-to-server connection. In this way the browser based pixel blockers are by-passed and better quality of data sharing is ensured. 

To view what data is collected via this form, you can open developer console on this webpage by doing a right click and then selecting "Inspect". Then under the "Network" tab, in the search filter please type "interact" to filter the AEP Web SDK tracking call. With that you should something like this below:
CookieLessWorld-HowTo