Audiences Overview
To access the Audiences tab:
Select Shared Library on the top navigation bar.
From the drop-down menu, choose Audience.
Audiences built here can be used across multiple Offsite Campaigns and Line Items.
Audience Library
Audiences consist of people to be targeted in the marketing campaigns, grouping them based on specific characteristics, interests, or shopping behaviors.
The Audience Library houses the list of created audiences and allows generating new audiences directly through the Audience Builder. A new tab appears for this purpose.
For each of the existing audiences, the details available are:
Name: The designated name for the audience.
Linked Line Items: All line items associated with the created audience.
Size: The total number of individuals within the audience.
Retailer: The Retailer to which the audience is attributed.
Last Updated: The most recent modification that was made to the audience.
Created By: The user responsible for the creation of the audience.
To create a new audience, click the +Audience button on the page, which open the Audience Builder.
In the platform, an audience segment can consist of Event Segments and/or Contact List Segments.
Contact List Segments can be uploaded directly into the platform or ingested through SFTP and API.
And, Audience Builder allows combining these Event Segments and Contact List Segments to create an Audience Segment to target in your campaigns.
After creating an audience, it can be associated with a Line Item for the Line Item to target those shoppers. The Line Item and the Audience must target the same brand and have the same retailer to be associated with each other. See How to Associate an Audience to a Line Item for more information.
Audience Builder
The Audience Builder is a tool that grants fine-tuned control over audience targeting strategy, enhancing precision and effectiveness in reaching the desired audience. It is a powerful tool designed to provide the capability to create highly targeted audience segments by seamlessly combining various segments.
Audiences built here can be used across Onsite Display and Offsite campaign line items.
In Audience Builder, Events and Contact Lists can be mixed and matched, and combined with algebraic operations such as OR & AND, and Include & Exclude to create specific audiences to target in the campaigns.
Combinations:
Or: Combine segments with "or" to target anyone fitting either segment.
And: Combine segments with "and" to target only individuals fitting both segments.
Intersections:
Include: Target people as part of this segment with your ads.
Exclude: Ensure people in this segment are not targeted by the ads.
These operations work with the concept of Boolean Logic. Learn more about it here - How to build an audience?
Types of Segments
Segments are the building blocks of the Audience Builder, forming the basis of audiences. There are two types of segments: