Zipline Data Management Platform (DMP) FAQs 

What is a Data Management Platform (DMP)?  What does Zipline DMP do?  A data management platform (DMP) is a centralized system for collecting, integrating and managing large sets of structured and unstructured data from disparate sources.  Zipline is a tool to help marketers and publishers turn data from offline, online, web analytics and mobile channels into information that can be used to support business goals. 

What are the benefits of a Data Management Platform (DMP)?  Users of DMPs can identify and classify audience segments at a deeper level, gathering more information about their audience, regardless of the data source. From first- and third-party data sources, custom audience segments are built using multi-source data, providing valuable insights about each audience to inform campaign, content, and creative planning and development.

What are 5 ways using Zipline Data Management Platform can help my business?

  • Data Onboarding – Create digital audiences from your offline data for online marketing campaigns.
  • Audience Insights – Gain greater insight on the visitors to your website to better understand the people who are interested in your business.
  • Audience Extension – Expand your audience by reaching individuals who fall outside of your data universe, but “look like” your target audience.
  • Audience Activation – Build a custom audience of target customers based on purchase behavior, demographics and lifestyle information from Zipline’s data partners.
  • Audience Measurement – Measure the performance of your campaigns and the impact your messages have on customer engagement with your brand.

What countries does Zipline DMP cover? 

  • North America
  • Europe, Middle East and Africa
  • Latin America

Zipline Audience FAQs

Where is the KBMG data catalog located?  A link to the KBMG data catalog is located above the ‘Featured Audiences Group’ pie charts. If you have any questions we would be happy to connect you with a team member to help. Please contact us at 303-228-5000 or IB-Sales@kbmg.com

Does Zipline have a search feature?  The search window is located above the ‘Featured Audience Groups’ pie charts. The new search function enables users to conduct keyword or audience ID searches, of Zipline’s vast data resources.  This powerful, tool facilitates audience search within each global region of Zipline. The functionality references: Audience Name, Audience Description, Audience ID, Data Source and Audience Hierarchy.  

How does Zipline define "Audience?"   In the I-Behavior Zipline DMP, "Audience" refers to the size of the universe of unique cookies that meet certain criteria based on purchase behavior, demographic or lifestyle information.

How does Zipline define a "Targetable Profile?"   We have made changes to our targetable universe counts in Zipline in the North America and EMEA regions. Previously, Zipline defined targetable as "an individual in one or more of the multi-channel reach audiences.” This definition has been changed to “an individual in one or more of the multi-channel reach or reach by platform audiences.” Targetable Profiles identified in My Private Audiences originate from data that has been onboarded or collected through Zipline implemented site tags.

Cookies vs. Profiles…What’s the difference?  A cookie ID identifies a person on a particular device. You can collect and collate cookie information. Each device a person uses to access the internet will create a unique individual cookie ID.

A ‘profile’ references a list of audiences you’re in. Our profile data seen on Zipline is secure with all personally identifiable information removed. What remains are characteristics, demographics, purchase behaviors, etc. A profile is a list of attributes or descriptors.

When you use profile data, for online marketing, you initiate the process of matching available profiles to cookies. This process is part of locating who you can reach on each advertising partner or DSP. The result is a list of targetable individuals on that DSP. It’s an exercise in… I want to market to this person…are they available here?

What is a Featured Audience Group?   A Featured Audience is a select audience overlay that describes all available targetable profiles. Household Income, Gender and Age are the default groups.

How do I customize my Featured Audience Groups?   You have the ability to select up to three audience groups to display in your view of Zipline. Simply click on the star to the right of an audience description to select that group. If you currently have three audiences chosen, click on one of the existing featured groups to deselect it before adding a new one.

How is a campaign created in Zipline?  Navigate to ‘My Campaigns’ and click the ‘New Campaign’ button. Select and Save the Campaign Name, Start, and End Dates. Next, select: Channel Type, Audience, DSP and Budget. Then save and submit the order.  *Please note that changes can’t be made to completed campaign orders.

In the Zipline accordion, Multi-Channel Reach includes audiences for both Prospecting Email and Direct.  How does Zipline facilitate Direct Mail?  Zipline can take any online audience and match it anonymously to a direct mail audience that exhibits the same demographic, firmographic, or purchase behavior.  The inverse is also true, our data cooperative services can anonymously match direct mail data to an online audiences for digital campaigns. Please contact IB-Sales@kbmg.com for more information.

How can I view Multi-Channel or Partner Reach for an audience? Multi-channel and partner reach can both be accessed for any individual audience, whether in the Private or Public Marketplace, as well as for any custom audience. For any single audience, locate the audience in the Zipline Marketplace. Then click on the bar in the chart for the desired audience, and then select either Multi-Channel Reach or Partner Reach. For custom audiences built using Audience Builder, click on the Multi-Channel/Partner Reach link on the right-hand side of the Audience Builder. 

What are the capabilities regarding data collection and appending to mobile profiles?  Cookies are used for matching and are limited to environments where a user on a mobile device is in a browser environment.

Can Zipline provide Audience Insights about website visitors?   Yes, Zipline easily creates site tracking tags designed to collect data to evaluate and gain a deeper understanding of people interested in your business.  See Site Tag FAQ section below for more detail.

When creating a custom audience using the Audience Builder tool, how is the CPM calculated if audience segments with different sources are combined?  For custom audience creation, Zipline utilizes a weighted blend of CPM rates to calculate the final data cost.  The blended CPM rate is determined by the percentage contribution of the selected audiences to the overall composition of the final custom audience.  An exception exists when a data provider specifies that their own data not be priced utilizing the weighted blend of CPM rates.  In this instance, the non-participating data rate is incrementally added after the blended rate calculation for the entire audience size.

How is a custom audience created in Zipline?  The Audience Builder allows Zipline users to create custom audiences, by providing access to a wide variety of rich data assets.  Select the desired audience segments and either add them to the Audience Builder as an ‘Include’ or an ‘Exclude.’  When the audience customization is complete, real counts are provided immediately by Zipline, facilitating media and budget planning.  Audiences can be distributed to partner demand side platforms (DSP) or can be modeled to find “spend-alike” prospects and expand your campaign’s reach.

How long does it take for a custom audience to be available in my Zipline account?  Builds start every Wednesday and are complete the following Monday. When placing an order that requires changing the audience in any way; examples include: and/or statements, minimizing/extending an audience, then a custom audience is created and this new audience must to go through a full build cycle. 

Does the Audience Builder provide counts that are actual or estimated?  The Audience Builder quickly provides actual counts in Zipline. By using the Audience Builder to create custom audiences, Zipline users can access a wide variety of rich data assets, enabling successful, data-driven marketing.  When the audience customization is complete, real counts are provided immediately by Zipline, facilitating accurate media and budget planning. Audiences can then be distributed to partner DSP's or modeled to find “spend-alike” prospects and expand your brand’s reach.

In the Zipline accordion under the Geographic section it says there are 926K cookie profiles available in Alaska but the population is smaller than that. Is this due to multiple device ownership by individuals in Alaska? The targetable profile count is based on number of unique cookies with an attribute that can be reached.  So yes, if one person had more than 1 device, the count of targetable profiles could be greater than the population.  Additionally, if someone uses more than one browser on their computer (Chrome, Internet Explorer, Mozilla) an additional targetable profile is created, which could escalate the counts even higher.  Overall, in the US, there is more than 1 targetable profile per person, so one could expect this would be true for each state.

What is the definition for the term “index chart” as it is used on Zipline?

The calculation is: 

The index is showing you the behavior for that specific audience against all other audiences within Zipline. I might have more purchases than you do in outdoor living so in that case I would index high for outdoor living and you would index low.

For example: If I profile female, then drill into multi-channel reach > US

The total female audience of 89,324,699, out of those 70,098,840 - you can reach with online display

However, if I select the “index chart” the view changes. Unlike counts, the index doesn’t show how many targetable profiles are available. Instead, the index is showing the audience’s likely behavior. Therefore, based on the female data we have on our base, they would respond at a higher rate to the other channels than they would Online Display.

Multi-Channel Reach/Partner Reach

To further provide our clients with better insights into multi-channel and partner reach metrics within Zipline, you now have the ability to view both channel and partner reach by individual or custom audience type.  Providing these insights arms you with valuable information for better understanding which channels are best to target an audience and those partners which will deliver the best scale.

For details on how to access and export Multi-Channel or Partner Reach insights, please click HERE.

Zipline Site Tag FAQs

How do Zipline Site Tags work?   In the My Sites page, Zipline users can create custom website script or image tracking tags by naming a site and specifying the URL.  A site tracking tag is automatically generated in Zipline, which you can easily copy and paste into your website code.  Upon placing the tag, Zipline DMP performs a check to verify the tag was properly added to the website code.  Within 48-72 hours, you see data gathered from your site tracking tag in Zipline.  

How long after a site tag is placed will data be available for profiling in Zipline? Within 48-72 hours, properly placed tags will provide data to begin audience discovery in Zipline.

How do I use the data collected from my Site Tags?  Using the Zipline DMP analytics, you can profile your site visitors against both 3rd party data and 1st party data assets to discover their behaviors, interests and demographic details.  With these insights, you can improve targeting, refine your brand message and uncover potential customers.  To further engage website visitors, you can create dynamic audiences and serve digital display ads directly from Zipline.  All Zipline DMP site tag data collection and audience discovery is privacy compliant and provide no personally identifiable consumer information. 

What kinds of site tags does Zipline generate?  Zipline generates both JavaScript and Image tags.

We are having issues with placing a site tag on a WordPress site.  Do we need hosting access to place the tag? Yes, in order to place a site tag, it is necessary to have edit access to modify the site and place the tag.

Rather than placing a Zipline tag on a specific website, can it be attached to an ad serving tag? The JavaScript tag or image tags generated in Zipline can be embedded in an ad tag.  You can generate as many or few profiling partitions as necessary.

Is it possible to replace the id1 parameter in a Zipline generated site tag with a unique identifier?  The id1 parameter is not required, but will provide better profiling if the id1 parameter is set equal to a SHA1 hash of the user’s email address. To provide this data replace the {emailSha1Hash} portion of the tag with the hash value.

Are there issues putting Zipline generated site tags into a container tag?  There is no issue with placing a Zipline site tag into a container tag.

Is it possible for Zipline to generate secure tags?  The format of the generated tag is such that it will use the security of the page that it is placed on. If the parent page being called uses http, it will not be secure, if the call is to https, then the tag is secure.

Is it possible to change the site tag code to https? This way it’s compatible with Yahoo! Content, which requires all ad tags and any pixels calls from the tags to be secure.  It is not necessary to put https in the script to make it secure.  The form of the tag is adaptive based on the publisher site the ad call is made on and will use the http or https protocol based on what is being served.  

How do I verify that site tag that has been placed is working?  To verify your site tag, click the red "Verify Tag" button found on the My Sites page adjacent to your custom site tag.  This will perform a check to validate if the site tag is placed properly on your site.  Once verified, you will see data within 48 hours.  

Why is my tag status red and remains Verify TagIf the tag has been placed within creative and not on a URL that can be validated, the status will remain red (unverified) and not change to green (verified).  If the tag is collecting profiles, meaning the profile count is higher than zero, and it has been placed on creative, it cannot be verified.  If the tag is not placed on creative and the profile count remains at zero, then there is an issue with the tag placement that warrants investigation. 

To access our implementation guide, please visit the Sites page and select the training icon.

Zipline Data Onboarding FAQs

Can I onboard my data to Zipline?   Yes, onboarding your data to Zipline creates digital audiences for more effective online marketing. 

How does data onboarding work in Zipline?  The Zipline DMP Data onboarding process starts with the matching offline CRM or third-party data to our vast database of over 190 million consumers. Representing approximately 95% of the U.S. adult population, the match rate to our offline database is among the highest in the industry. We then link matched offline profiles to our non-PII file of over 310 million unique digital ids, creating a digital universe of your data file.

Can anyone else see my data?  No, when data is onboarded and specifically identified as private, first-party data, it is made visible in only the account onboarding the data.  

What is a typical match rate of data that is onboarded?  Given the breadth of our digital id universe, the linking process typically results in a 60% match rate of offline to online data. 

How do I use my onboarded Data in Zipline?  Once your data is converted to an anonymous online audience, Zipline can reach your customers across digital channels including online display, video, social media and email campaigns. To help you acquire new customers, Zipline can scale your audience through expert modeling to find "spend-alikes" who possess the buying behaviors, demographics and financial attributes of your top customers.

How is data removed from my on-boarded data?  Requests to remove private Zipline data can made by clicking ‘Email Support’ located at the bottom of the Zipline UI or directly emailing your account executive.

For the most up to date Onboarding App details, please visit the Onboarding App and select the training icon.

Zipline DSP (Demand Side Platform) FAQs

What is a Demand Side Platform or DSP?   is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

Who are Zipline's DSP (demand side platform) partners?  What if my platform of choice is not a listed partner?  Zipline is integrated with many of the industry's DSPs and social media platforms.  If your preferred platform is not listed, contact your Account Manager for assistance. 

What is The Trade Desk Integration?  Zipline offers a direct integration with The Trade Desk platform, allowing audiences to be pushed quickly and effectively.   To begin distributing audiences to The Trade Desk, start by activating the Data Distribution App.  Simply navigate to the My Apps section of the Zipline UI and provide The Trade Desk Advertiser ID(s) and Secret Key.  Multiple Advertiser ID’s can be saved to a Zipline account, facilitating distribution for many managed accounts.

Is Zipline the intelligence engine or the placement capability? Is it possible to use one or the other or both?  Think of Zipline as a place to not only store your data and gather valuable insights (aka "The Intelligence Engine"), but also as the plumbing to the necessary digital end-point.  This way, Zipline can provide the flexibility to integrate into your existing work streams.  

How does Zipine DMP integrate with digital agency efforts through a DSP?  Is the actual placement of ads executed separately or does a file go to a digital buying agency? If a Zipline account wants to use their own digital agency, could the targeting data be exported without using Zipline?  Zipline integrates seamlessly with individual digital agency efforts. While Zipline offers full-service managed campaigns, including ad placement, most commonly ZL users have their "cookie pool" transmitted to one of Zipline DSP partners. This can all be done through Zipline.

What's the difference between a Private and Public DMP?    Zipline is both a Private and Public DMP.  A Private DMP is based on the onboarding of first-party data, meaning proprietary data owned by the participating organization. A company typically creates a Private DMP so that they can use their offline data to market to their own customers through digital means or allow access to the data to a select group of partners. A Public DMP is based on 3rd party data, or data supplied by company that compiles demographic, behavioral or lifestyle information. This data can be used and is re-sold to organizations to use for their marketing campaigns.

Data Distribution FAQs

How is a distribution order placed in Zipline?  Distribution orders can be placed for Public Zipline audiences or custom audiences residing in an accounts private accordion.  Select the desired public or private audience and choose ‘Create Audience,’ then navigate to ‘My Audiences.’  Using the blue action button, select ‘Distribute to DSP.’  Complete the distribution order by: extending your audience, selecting the number of ad impressions desired, and then indicate the desired Demand Side Platform (DSP) the data will be sent to.  Depending on the DSP selected, it may be necessary to first activate the appropriate Data Distribution App.

How is the match rate calculated for my distribution order? We create audiences from all of the individual profiles that have been linked to a cookie or ID for the target platform. We query in real time to understand the match rate for the audience you are distributing to the audience for the platform. This is the rate that is displayed in Zipline. This relies entirely on full and actual data instead of trying to infer or estimate the match rate. When you distribute to the platform, you may end up with more cookies, mobile IDs, or other IDs, as we can have more than one ID linked to a profile.

Where can I see how my distribution order will scale?  An audience scale figure is provided in both the Distribution and Campaign Order tabs, under the ‘Admin’ section of the Zipline UI. Navigate to the “Hello” greeting in the upper right hand corner of Zipline and select “Admin > Orders.”  To see Audience Scale, unselect the check box titled ‘Show Active Orders’ under each order category.  You can also export the results to CSV. The export to CSV feature is available for Distribution, Campaign and DataSift orders.  

Why do I see different scaling when I look at different orders?  Scaling is effected by many factors. 1) The audience you choose distribute 2) The DSP you distribute to 3) The date of the order. Depending on the audience you distribute and what DSP it is sent to, the profiles we have on file are then matched to cookies. Not all DSPs will have cookie matches for an individual. One individual may also have multiple cookies associated with them. (Computer, tablet, cell phone etc.) Depending on the date of your order the audience counts you distribute will also vary. The data you find on Zipline is fluid and being updated as online events occur.

Below is a chart of Zipline TARGET scaling capabilities and actual scaling may vary due to factors mentioned above.

Partner /DSP Name

North America EMEA LATAM APAC Current Integration Type Timing from order being placed in Zipline
4info 50% 62% 20%   Mobile Partner, Custom File Transfer 48-72 hours
Adobe 6% 1% 43% n/a Segment Broadcast 48-72 hours
AppNexus 76% 100% 46% 18% API 24 hours
Bizo 7%       Data Exchange 24-48 hours
Blue Kai 27% 54% n/a n/a Data Exchange 48-72 hours
Choozle 100% 100% n/a   Data Exchange 24-48 hours
Collective 78% 94%     Data Exchange 24 hours
DataXu 24% 7% 8% n/a Data Exchange 48-72 hours
Exponential 7% 14%   n/a Segment Broadcast 24 hours
Facebook 100%       API 24 hours
Google 100% 95% 11% 29% Data Exchange 24-48 hours
LiveIntent 100%       Data Exchange 24-48 hours
Lotame 10% 11% n/a   Segment Broadcast 24-48 hours
Media Math 100% 32% 22% n/a Data Exchange 24-48 hours
Rubicon Project 20%       Segment Broadcast 48-72 hours
Specific Media 3% 63%     Segment Broadcast 24-48 hours
The Trade Desk 100% 100% n/a n/a API 24 hours
Tube Mogul 31%       Segment Broadcast 24-48 hours
Turn 2% 19% 12% n/a Data Exchange 24-48 hours
VideoAmp 17%       Data Exchange 24-48 hours
Videology 100% 48% n/a n/a Data Exchange 24-48 hours
Xaxis 88% 23% 2% n/a Data Exchange 24-48 hours


My Apps Market Place FAQs

What is My Apps Market Place?  The Apps Market Place offers Zipline users powerful apps that optimize analytics & provide strategic integrations.  Most Apps require activation prior to use--just navigate the the Apps Tab located at the top of the Zipline UI to learn more.

What Apps are available?

Audience Creation and Management

  • Site Tagging App: Generates site tracking tags to collect data from website visitors, providing audience insights.
  • Onboarding App: Creates digital audiences for more effective online marketing.
  • Audience Builder App: Supports creation of custom audiences using a wide variety of data assets to facilitate data-driven marketing.

Data Distribution

  • Google: Google product type and partner ID required for activation
  • AppNexus:  Exchange Seat ID required for activation
  • Amobee/Turn:  Data Contract ID required for activation
  • Adobe:  Advertiser ID required for activation
  • The Trade Desk:  Advertiser ID required for activation
  • Choozle:  Advertiser ID required for activation

Data Distribution Apps FAQs

How do the Data Distribution Apps work?  Zipline’s technology offers a direct integration with the  several platforms, providing linkage to major display ad players.  Zipline has partnered with the industry’s leading technology systems for managing both supply and demand partners. All major ad exchanges and networks, DSPs, SSPs, publishers and advertisers are plugged platforms in the App Market Place. Compose data in the Zipline DMP to create a custom audience to drive your next campaign, then push it to the platform of your choice.

To activate a Data Distribution App:

  • Go to Account Settings
  • Select Account Apps
  • Authorize with the unique ID listed above

Once the App is activated, Zipline custom audiences can be sent for ad serving.  A real-time status of distribution orders is provided in the Orders Screen of the Zipline UI.

Zipline Orders FAQs


Where can I view my account orders in Zipline?  Details of Distribution and Campaign orders are provided in the Orders Section, located at the top of the Zipline UI. 

Can I export my account orders for custom reporting?  When in the Orders Section, use the ‘export to CSV’ feature for Distribution and Campaigns. After you export your file, you can then customize your CSV file to meet your needs. 

What do each of the columns headers on the audience csv export mean?

  • audienceCPM – CPM of the audience in USD
  • audienceDesc – Name of the individual audience
  • audienceDescDetail – Description of the audience
  • audienceId – The unique numeric identifier for the audience
  • audienceIndex – Indexed calculation for that audience
  • audienceName – An alphanumeric reference name for audience
  • audienceSize – Size of the audience as it relates to the originating audience that the profile was run from. So, if you had an audience of 1MM being profiled, this field would be from 0-1MM for all audiences
  • audienceSort – Sort order of the audiences inside the group
  • audienceSrcMethod – Sourcing methodology used to create the audience
  • audienceType – Currently not used
  • brand - The data owner’s brand (1st tier in the UI)
  • brandId – Unique ID for the brand
  • brandSort – Sorting order for the brand
  • group – Name of the group hierarchy (3rd tier in the UI)
  • groupId – Unique ID of the group
  • groupSort – Sorting order for the group inside the package
  • mutuallyExclusive – Whether there is overlap expected in the audiences inside that group. For instance, gender is mutually exclusive
  • package – Name of the package hierarchy (2nd tier in the UI)
  • packageId – Numeric ID of the package
  • packageSort – Sort order for the package inside the brand.
  • private – Whether the data came from the Public or your Private accordion in the DMP
  • region – Region of the audience
  • regionId – Numeric ID for the region
  • vendor – The owner of the data
  • vendorId – Our tracking ID for the vendor
  • vendorSort – Currently not used
  • exportData – Date the report was exported from the DMP

There is a problem my order placed in Zipline, what do I do?  Please email  ibzipline-support@kbmg.com

Zipline Account FAQs

My Zipline account is suspended and upgrade is required.  What does this mean?   You have received the notification regarding account status because your usage has exceeded your current subscription level.  The extra usage can be one of two things.  First, the number of users on your account has exceeded the number provided in your subscription level. Secondly, the count of Targetable Profiles in the ‘My Private Audience’ accordion has exceeded your subscription level.  

Targetable Profiles in ‘My Private Audiences’ describe unique cookies originating from data collected thru Zipline implemented Site Tags, Custom Campaign data, or Onboarded 1st party data. One of the criteria, by which the monthly Zipline subscription pricing is determined, is by the number of Targetable Profiles in the Private Marketplace

How do I upgrade my account and reinstate access?  Upgrading your Zipline account is easy.  On the Subscription Level page, click the green Upgrade button to select your new subscription level and provide the necessary credit card details.  For your convenience a gold star is displayed next to the subscription level required to reinstate access to your account.  If upgrading to an Enterprise subscription is required, please notify your Account Executive for assistance. For non-enterprise level account upgrades, your new monthly subscription price will be charged to your credit card at the beginning of each month. 

What types of Zipline user accounts are available?  What makes each account different?   Zipline allows for three different categories of user accounts, each with varying levels of access, permission and security. 

Zipline Viewer Level Account

  • View Profile data in the Zipline Data Accordion
  • View My Sites and the associated profile data
  • View My Audiences and the associated profile data
  • View hidden audiences and sites

Zipline Editor Level Account  (All of the Viewer Account access, plus)

  • Create new audiences using Audience Builder
  • Extend and distribute Audiences (spend money)
  • Create site tags in My Sites

Zipline Admin Level Account – All of the Viewer Account access, plus:

  • Create new audiences using Audience Builder
  • Extend and distribute Audiences (spend money)
  • Create site tags in My Sites
  • Hide/Unhide Audiences and Sites
  • Add and delete users
  • Modify user privileges and passwords
  • Change account subscription levels
  • Change account details
  • Customize the account’s look and feel

Zipline Super Admin Account (reserved for select employees at KBMG) – All of Admin Account access and permission, plus:

  • Delete the account

How do I reset my Zipline password?   Your password can easily be reset by logging on to your account and navigating to the greeting in the upper right hand corner. Select Hi > Account Settings > Users and finally, click on the blue Edit button to change your password or email address on file.

Why doesn't Zipline work for users of Internet Explorer 8?  Unfortunately the Zipline portal, and a number of other websites, don't display properly when using Internet Explorer 8. For this reason, we request that you upgrade to a more recent version of Internet Explorer or use a different browser such as Google Chrome or Mozilla Firefox.