Set up a Matched Audience deal with one Media Owner

The buyer or Media Owner contacts the Index's Buyer Services team to begin an upcoming Matched Audience campaign. The purpose of this is to align all teams on goals and expected deal performance. During this discussion, consider the following:

• Media Owners
• Audience
• Flight date
• Buyer budget

The buyer and Media Owner negotiate deal terms and the buyer completes the deal request form provided by Index's Buyer Services team. Deal terms should be unique to each deal ID and must include the buyer's DSP and Media Owner's properties or channels. For more information on how buyers and Media Owners can negotiate deal terms, see Negotiating Matched Audience direct deals.

Depending on which Universal ID provider the deal is being negotiated with, the buyer uploads their audience file using one of the following methods:

• If the deal is with LiveRamp, the buyer uploads their Matched Audience customer relationship management (CRM) file in the LiveRamp platform. For instructions on uploading the CRM file, see Upload a Matched Audience file into LiveRamp.

• If the deal is with Neustar, the buyer works directly with a Neustar representative to upload the audience file.

• If the deal is with LiveIntent, the buyer works with LiveIntent's Customer Success team to either create a new audience, or select an existing audience in the LiveIntent platform.

For more information, contact your Universal ID provider representative.

Depending on which Universal ID provider the deal is being negotiated with, the buyer sends the audience file to Index using one of the following methods:

• If the deal is with LiveRamp, the buyer sends the audience file directly from LiveRamp to Index. For instructions on sending the audience file to Index, see Send a Matched Audience file from LiveRamp to Index.

• If the deal is with Neustar, the buyer works with a Neustar representative to send the audience file directly to Index.

• If the deal is with LiveIntent, LiveIntent exports both the customer relationship management (CRM) audience (Custom Audience segments) and website audiences (Dynamic Audience segments) and sends them to Index as Matched Audience files.

For more information, contact your Universal ID provider representative.

Index's Buyer Services team creates a deal and shares a deal ID based on the negotiated agreement between the buyer and seller. Alternatively, a Media Owner can create the deal in the Index UI if they want to. For more information, see .

To help consolidate reporting and simplify campaign troubleshooting, all deal IDs must begin with a prefix that is unique to each Universal ID provider. See the table below for a list of prefixes for each Universal ID provider.

For more information on how Media Owners can optimize a Matched Audience deal, see Tips for Media Owners to optimize a Matched Audience deal.

The buyer builds the Matched Audience deal in their chosen DSP based on the negotiated terms outlined in step 2 and targets the Matched Audience deal ID created in step 5. Since Matched Audience deals focus on small, precise, and highly performing audience segments, buyers should follow best practices in DSP setup. For more information, see Tips for buyers to optimize a Matched Audience deal.

After a Matched Audience campaign is set up and a user from the Matched Audience file is recognized on a Media Owner's page, Index detects the Matched Audience in real time and generates a bid request for the deal ID tied to that audience. This detection is enabled by Index's addressability solution that uses a Universal ID provider. For more information, see Matching users using a Universal ID provider.

DSPs can then bid and win on opportunities for the buyer's Matched Audience. The user within the selected Matched Audience will see the campaign on the Media Owner's site.