Breaking Change: Supporting the Digital Services Act (DSA) in ADvendio
What | DSA Implementation |
|---|---|
Timeline | From February 2024 |
Who is affected | All integration, all customers |
- 1 Understanding the Digital Services Act (DSA)
- 2 Impact on ADvendio Customers
- 3 Setting custom Advertiser Names in ADvendio
- 4 Workaround: Updating Names in AdServers of existing Accounts
- 5 Xandr Monetize: Legal Entity Name
- 6 Google AdManager: Sponsor Settings on Creative
- 7 Related ADvendio Feature information
- 8 Additional Information:
Understanding the Digital Services Act (DSA)
The Digital Services Act (DSA) is a regulatory framework by the European Union aiming to standardize rules for online content, advertising transparency, and combatting disinformation across the EU. DSA categorises publishers into Very Large Online Platforms (VLOPs), Online Platforms (OPs), and Hosting Services (HS).
Publishers are required to determine their category and associated obligations under DSA. For impacted publishers, DSA Online Platform obligations become effective in February 2024.
Impact on ADvendio Customers
In terms of the regulations ADvendio Customers can be impacted here and are expected to take matters regarding their media inventory. This will require, to display to your users additional information on advertisements, such as targeting criteria or the legal company name of the involved advertiser.
While major changes will take place directly in the connected AdServers and similar platforms responsible for the campaign delivery, it can still be relevant to see what Advertiser data ADvendio sends to your AdServers or similar platforms.
Setting custom Advertiser Names in ADvendio
It is one of the requirements of the regulation to disclose the legal name of the advertiser in the Ads. This is usually done via the Advertiser data stored in the AdServer.
When pushing Campaigns from ADvendio, we are matching the Salesforce Accounts with Advertisers in the AdServer. This mapping is done via an object called External Account ID. You can use this to steer, which ADvendio Account is mapped to which external Advertiser. More information can be found here:
https://advendio.atlassian.net/wiki/spaces/SO/pages/256508067
If you are pushing a new Campaign, and there is no Advertiser mapped or it’s a new Account, we are using the Salesforce data to create a new Advertiser. Now it might be that the required legal name is different to your Salesforce Account name.
You are able to use a specific field called ‘Advertiser Name’. This can be used to set the specific name which will be used as Advertiser Name for your Adserver. So in the current case
Please note: That ADvendio Integrations do not update information on existing Advertisers in external Platforms, It’s only used for creating completely new Advertisers.
Workaround: Updating Names in AdServers of existing Accounts
The workaround currently causes Xandr related campaigns to not be able to push updates from ADvendio anymore (other features, like delivery reports should not be affected) if you change advertiser of running campaing.
Since ADvendio does not update existing Advertisers in an Adserver, you will need to update the data for running Campaigns manually and directly in the AdServer.
There is a way to support this, going forward for all following campaigns.
You can use Salesforce mass editing capabilities to fill the legal name into the ‘Advertiser Name’ field as highlighted before
Then proceed to delete all External Account ID records, which are related to the Connection record of your target AdServer
Going forward, if you push a campaign from ADvendio, our integration will use the legal name provided and either match it to Advertiser of the same name in your Adserver OR create a completely new Advertiser based on the name.
Xandr Monetize: Legal Entity Name
Xandr offers a setting on their Advertisers called ‘Legal Entity Name’ this is unrelated to the Advertiser name and can also be modified for already existing Advertisers.
The Legal Entity Name will be used by Xandr as legal company name which will be displayed as company, which payed for the advertisement. This will be based on Advertiser that is assigned to Insertion Order in Xandr.
This setting is currently not used by ADvendio, if you want to use a legal name, that is different to the Advertiser Name, please modify this in Xandr.
More Information:
https://docs.xandr.com/bundle/monetize_monetize-standard/page/topics/create-an-advertiser.html
Google AdManager: Sponsor Settings on Creative
One of the new settings available in Google AdManager is setting a Sponsor in Creatives. Creatives are managed in the ADvendio AdMaterial Management feature. If you are not using this, ADvendio does not modify any creatives and thus our integration is not directly modifying the settings.
The Sponsor is using Advertisers created in Google, these Sponsors do not need the be the same as the Advertiser set in the Creative, allowing you to modify the information also for running campaigns.
Related ADvendio Feature information
https://advendio.atlassian.net/wiki/spaces/SO/pages/256508067
Additional Information: