Audience targeting
Overview
Audience segments enable you to target your deals to the predefined audiences.
It groups users based on criteria such as age, gender, interest in products, shopping habits, and other. These segments are built by the third-party data providers and then integrated with the EBC using a unique user ID stored in an Equativ cookie (web), or a device id (apps). Each data provider defines the cost of each segment.
Access
To access audience targeting, select Media Planning from the navigation menu. The audience targeting options will appear in the Data marketplace section of the Targeting panel. You can also access audience targeting directly from the line item page. For more information, see Create line item: targeting.
Configure audience segments targeting
To configure audience segments, follow these steps:
- In the Targeting section, expand the Data marketplace tab.
- Select + Add audience segments.
- In the Audience segment targeting window, select the providers of the segments and then the segments. Above the segments tree, you can view the Avails and Median CPM metrics, which update each time a new segment is selected. Additionally, avails and the data fee are displayed for each individual segment within the tree view. ⚠️ Warning: you can select multiple segments. However, when selecting more than one segment from the same provider, only the fee of the highest-priced segment will be applied.
- Select Apply.
To ensure smooth data processing, Equativ reduces the synchronization with data providers, with the effect that the segment Avails of data providers might not reflect the full potential of the given data provider's segment Avails. The degree to which the Avails are reduced, depends on various factors. In most cases, the number of Avails displayed is usually closer to the actual Avails if a segment is used and generating revenues. If you are seeing less Avails than expected, please reach out to your contact at Equativ.
In the upper right corner, you can see the total cost of your selected segments as well as the list of your selected segments which are connected using the OR logical operator by default.
The inventory insights are recalculated in real time, showing the volume available for the selected segments. For more information, see Get inventory insights
Manage segments
You can manage the audience segments with these options:
- Reorder segments: to change the order of your segments, drag and drop them.
- Change the OR/AND relationship: to change the operator, click it.
- Exclude segments: to exclude selected segments from your targeting, use the switch button on the right.
Each time you change the audience segments, inventory insights are recalculated in real time, showing the volume available for the selected segments. For more information, see Get inventory insights.
If you select both audience and semantic segments, they will be combined using the AND logic. This means your deal will target only users who match all the selected segments.