> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/audience-and-activation/activate-your-audiences/set-up-a-destination/destination.md).

# Destination

Your organisation's authenticated connection to a partner platform, and the statuses that tell you whether it works.

## What a destination is

A **destination** is your organisation's authenticated connection to a partner platform - Google DV360, Meta, The Trade Desk. It stores the credentials needed to send data to that partner, and is the foundation for one or more [presets](/audience-and-activation/activate-your-audiences/set-up-a-destination/preset.md).

Every feed on the platform is ultimately linked to a destination through a preset, so a destination must exist and be authenticated before any feed can be created against that partner.

## What a destination accepts

A destination is scoped to **one connector and one partner account**. Which connectors exist, and what each one can receive, is documented in the **Connectors** section - that section is authoritative for the connector ecosystem, and this one does not duplicate it.

Two things are decided at this level and nowhere else:

* **Which partner account** the data goes to.
* **How the platform authenticates** to it.

Everything else - what is sent, which identifiers, how it is formatted - belongs to the preset.

## Understand destination status

Each destination displays a status reflecting the health of its connection.

<table data-search="false"><thead><tr><th width="180">Status</th><th>Meaning</th></tr></thead><tbody><tr><td><strong>Authenticated</strong></td><td>The connection is active and valid. Presets and feeds can be created.</td></tr><tr><td><strong>Error</strong></td><td>The connection has failed - expired token, revoked access, invalid credentials. New presets and feeds cannot be created until the destination is re-authenticated.</td></tr><tr><td><strong>Unknown</strong></td><td>The connector does not use a managed authentication method. The connection is maintained outside the platform.</td></tr></tbody></table>

{% hint style="warning" %}
An **Error** status is not only a blocker on new work: feeds linked to that destination's presets may be unable to send data correctly. Re-authenticate to restore normal operation.
{% endhint %}

## Create one

{% stepper %}
{% step %}

### Start from the Overview tab

Go to **Navigator > Feeds**, **Overview** tab, and click **New destination**.
{% endstep %}

{% step %}

### Choose the connector

Find the connector you want and select it.
{% endstep %}

{% step %}

### Name and authenticate

Fill in a name for the destination and complete the authentication step. The form you see depends on the connector.
{% endstep %}

{% step %}

### Confirm

Once authentication is validated, the destination is created with the status **Authenticated**.
{% endstep %}
{% endstepper %}

### Authentication methods

The method is set at the connector level, determined by the partner's requirements, so you get the relevant form automatically.

| Method                | What happens                                                                                                                                                   |
| --------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **OAuth 2.0**         | You are redirected to the partner's authorisation page. After granting access you are brought back, and the connection is established automatically.           |
| **API Token**         | Enter the API key or token provided by the partner.                                                                                                            |
| **Login / Password**  | Enter the credentials required by the partner.                                                                                                                 |
| **No authentication** | Some connectors need none. The destination is created directly - or authentication is handled by our service team, in which case contact your Account manager. |

## Edit, re-authenticate, delete

<table data-search="false"><thead><tr><th width="190">Action</th><th>How</th></tr></thead><tbody><tr><td><strong>Edit</strong></td><td><strong>Overview</strong> tab, find the destination, click <strong>Edit Destination</strong>, update the name. A warning shows how many active feeds the change affects - confirm to apply.</td></tr><tr><td><strong>Re-authenticate</strong></td><td>Required when the status is <strong>Error</strong>. Click <strong>Edit Destination</strong>, then <strong>Re-authenticate</strong>, and complete the connector's authentication flow. The status returns to <strong>Authenticated</strong> and linked feeds resume normal operation.</td></tr><tr><td><strong>Delete</strong></td><td>Only possible if no preset is linked to it. Delete or reassign the presets first, then <strong>Edit Destination</strong> > <strong>Delete</strong> and confirm.</td></tr></tbody></table>

{% hint style="danger" %}
Deletion is permanent and cannot be undone.
{% endhint %}

## Sharing a segment with another datamart

One destination is not a third-party platform at all: the **mediarithmics Shared Segment** feed sends a full audience from one datamart to another. Typical uses are sharing segments between entities of the same group, or between different organisations.

When activated on a segment, it sends identifiers of the selected type for all users in that segment to a destination datamart.

| Field                         | What it does                                                                                                                                            |
| ----------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Name**                      | The name of the feed in the platform.                                                                                                                   |
| **Target Datamart ID**        | The ID of the destination datamart.                                                                                                                     |
| **Identifier resources**      | The type of identifier sent for each user in the segment.                                                                                               |
| **Segment ID** *(optional)*   | An existing segment on the destination datamart. If left empty, the feed creates a new segment and updates its own configuration with the generated ID. |
| **Segment Name** *(optional)* | The name given to the segment on the destination datamart. If left empty, it defaults to `SEGMENT_NAME-ORGANISATION_NAME/DATAMART_ID SHARED`.           |

### What happens on the destination datamart

For each identifier received:

1. If it matches an existing user, the identifier is merged into that user.
2. If it matches none, a **new user is created carrying only that identifier** - no activity data is carried over.

{% hint style="info" %}
When several identifiers from the origin map to the same user on the destination, they count as a single insertion.
{% endhint %}

{% hint style="warning" %}
**Three limitations to design around:**

* **No automatic deletion.** When a user exits the segment on the origin datamart, the corresponding identifier is **not** removed on the destination.
* **One identifier type per feed.** To send several identifier types, create one feed per type.
* **Most recent identifier only.** If a user in the source datamart has several identifiers of the selected type, only the most recently seen one is sent.
  {% endhint %}

Two other collaboration models exist and solve different problems - Cross-CDP for consolidating your own organisations, and Data Clean Room for working with a partner without sharing raw data. See the **Setup & Monitor** and **Collaboration** sections respectively.

## Requesting a new connector

If the partner platform you need has no connector, mediarithmics builds it, and it is then available to every customer. Discuss the need with your Account manager.

To evaluate a request, the following will be considered:

* What your use cases are.
* Your usage frequency - daily, weekly, one shot.
* The type of audiences and the volumes you need to send.
* Your expected return - cost avoided by not refreshing CRM data manually, click-through rate improvement, and so on.
* Which identifiers have to be sent - partner cookie id, CRM ids, SHA-256 or MD5 email hashes - and whether they are already available in the platform.
* The status of the legal agreements, and whether you have contracted with the partner.
* Whether you have a partner contact, preferably technical.

The creation process itself runs through validation of the need, specification of how the connection works and which parameters are exposed to the user, code and validation, cookie matching setup where the partner needs it so that identifiers meaningful to them can be sent, and deployment.

## Related pages

<table data-view="cards" data-search="false"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><strong>Preset</strong></td><td>The reusable configuration built on a destination.</td><td><a href="/audience-and-activation/activate-your-audiences/set-up-a-destination/preset.md">Preset</a></td></tr><tr><td><strong>Set up a destination</strong></td><td>The four levels, and the order to work in.</td><td><a href="/audience-and-activation/activate-your-audiences/set-up-a-destination.md">Set up a destination</a></td></tr></tbody></table>


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