Data Onboarding

Integrate your first- and third-party audience data sets with control and transparency in order to organize and activate audiences in TerminalOne for increased reach, targeting accuracy, and consistency. Data onboarding uses a server-to-server process to import data and an API to create and modify the structure of that data and its associated permissions.

Use cases for data onboarding include:

  • Onboard data for targeting - bring your audience segments to TerminalOne for omnichannel media activation. This self-service solution gives you control and is designed to enable easy ingestion, search, and targeting of segments.
  • Onboard data for reporting and analysis - import your first party data for enhanced analytics with Modular Dashboard.
  • Onboard data for measurement, attribution and optimization - bring your first party audience data sets to Data Mining Console to model audiences based on your first party data sets and MediaMath campaign data.

What to Expect During the Setup Process

There are several steps to begin onboarding data:

  1. Engage with the partnerships team. They will ask to review the required information below, help you establish data vendor account credentials and, in some cases, determine the structure of a commercial agreement (i.e. for 3rd party data providers).
  2. For cookie-based data onboarding: MediaMath and the data provider must sync identifiers to allow for use of user data keyed to the consumer’s identity. This is an asynchronous process set up by MediaMath support so that the data provider can refer to a user by their MediaMath Unique User ID (MM UUID). NOTE: For mobile advertising IDs (MAIDs), there is no syncing process required and the MAIDs can be provided directly to MediaMath, provided the correct declaration within the file header.
  3. Reach out to to gain API access for your company.
  4. Using the provided account credentials & API key, begin your development and testing. For some accounts, this may include a whitelisting process that can take 2-5 business days.
  5. Upon successful file delivery and API requests, confirmed by the partnerships team, access to MediaMath customer accounts is finalized.

Data Onboarding Checklist

  • Contact the MediaMath partnerships team
  • Review the MediaMath Audience Data Policy and server-to-server data delivery requirements
  • Deploy MediaMath provided sync tag
  • Store MediaMath cookie IDs against your user IDs
  • Inform MediaMath whether you’ll be providing a Global Taxonomy, Permissioned Taxonomies, and/or External Data Segments (also known as Data Pixels)
  • Upload a sample file to SFTP for approval
  • Deliver files to SFTP on regular basis
  • Gain MediaMath API access
  • If using Global or Permissioned Taxonomy API, submit sample taxonomy for approval
  • Keep MediaMath informed of changes to Global Taxonomy, Permissioned Taxonomy, and/or External Data Segments (also known as Data Pixels).

Required Information

  • Describe your data:
    • is it first-party, meaning it is proprietary to a single entity and will only be made available to that entity;
    • is it third-party, intended for activation by any number of brands &/or agencies; is it both?
  • If first-party, which mutual customers will be onboarding data to MediaMath from you?
  • If third-party, what categories (i.e. Interest, Intent, etc.) or industries (F&I B2B) do you represent?
  • Do you plan to permission data across many advertisers, or specifically for each client to use their own data?
  • Do you plan on billing for data usage?
  • What region(s) are represented in your data set (i.e. NA, LATAM, MENA, etc.)
  • What is the estimated volume of segment data, in GB?
  • How will segment updates (e.g. existing users added to new segments, new users added to existing segments, etc.) be delivered?
    • Incrementally or segment refresh?
    • At what frequency will data be sent?
  • How many segments will you be sending?

Data Vendor Account

Data providers distributing 1st or 3rd party data and customers distributing 1st party data to MediaMath require a MediaMath data vendor account. This account provides control & access to you and your teams working with MediaMath. Additionally, for 3rd party data providers, this account will be referenced for revenue share purposes.

As part of the provisioning process you will receive the following from MediaMath partnerships team:

  • An SFTP location, username, and password
  • A MediaMath user account, associated with an email address
  • A MediaMath API key (visit for more details or contact
  • A MediaMath data vendor ID
  • A MediaMath data organization ID