MediaMath setup for Data Activation

  • Published on Feb 27, 2026
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The Data Activation connector for MediaMath enables you to transmit user lists (audiences/segments) to MediaMath's demand-side platform. This integration allows you to define your audiences in the Data Activation and synchronize them with MediaMath segments for targeted advertising campaigns.

Key features:

  • MediaMath is used as a Demand Side Platform (DSP)

  • Define audiences in the Data Activation and provide an identifier for the MediaMath segment you want to synchronize

  • The integration is real-time

  • Very user-friendly, standardized, and manageable

  • Use the full platform functionality to segment visitors with specific requirements not possible in pixel-based integrations

Before you begin

Before configuring the MediaMath connector, you need:

  • A MediaMath segment ID

  • A MediaMath cookie sync (template) implemented

Instructions

Step 1: Configure cookie sync

To synchronize users between the Data Activation and MediaMath, configure and publish a cookie sync for MediaMath using the Tag management system.

Follow these steps to set up cookie sync:

  1. In Data Activation, navigate to Tags and select Pages.

  2. On the Global path, click the + button to create a new tag.

  3. In the popup window, search for Relay42 data.

  4. Click the Relay42 data icon to reveal the options to the right. Find Cookie sync in the list and click Select Variant.

  5. In the Configure template step, select MediaMath from the list of partners to sync with, and give the tag a name. Complete the remaining steps, such as rule setup, and save.

  6. Publish the tag to your desired environment in Tags → Publishing.

Step 2: Configure destination

  1. Configure a MediaMath partner instance in the Import/Export section.

  2. Configure and publish a cookie sync for MediaMath.

  3. Add the MediaMath integration to an existing or new audience and provide the segment ID you want to transfer data to.

Step 3: Add the destination connector to an audience or journey

After setting up the connector and cookie sync, add the MediaMath integration to your audience and provide the MediaMath segment ID you want to synchronize with.

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