First Party Data onboarding

This article covers how you as a Publisher can use First Party Data to target specific groups of your subscribers.

First Party Data is any data you have collected about your subscribers. It can be stored in a CRM, in your ESP, an external database, or by other means. There are a number of different ways of setting up first party data targeting within Passendo.

Key value pairs

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In the above example, the “DESTINATION=COPENHAGEN&ADSERVER=YES” parameter allows the publisher to target the campaign towards users in an adserver segment in Copenhagen. Of course, other subscribers to the newsletter might be identified as “DESTINATION=UNKNOWN&ADSERVER=NO”, in which case the publisher would have to set up another campaign with these key values in place, or with none at all, in order to show them ads.
One or more key values can be inserted on the call URL strings for targeting. If the booking has two or more variables, they must all be present in the call URL strings to be shown.

The key values are targeted by inserting them into the booking of the respective campaign. Please see the guides on Bookings for detailed instructions on how to set up a targeted booking.

Upload of a hashed email list

It is also possible to do targeting in Passendo based on the user's information. For this to work, we would have to be provided with a file that contains ONE column with the values used in the integration. No spaces, no commas (and no raw emails), saved in CSV format.

If you have one or more lists of users that you would like to serve specific campaigns towards, please reach out to Support with a request to upload it to your account.

Due to GDPR regulations, uploading a list of raw email addresses to Passendo for targeting is not possible. Hashed emails ensure 100% anonymity for the users, and Passendo will never have access to your users' raw emails, nor will you see the raw emails in the UI.