First- and third-party audience segments


This article is specific to Audience Solutions.
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Audience Solutions consists of first-party segments and third-party segments.

First-party segments

Audience Solutions provides the ability to create richer first-party segments without the need to add additional pixels or tags to your sites or apps. You can define audience segments based on how users interact with your site or app and what content they see. Segments with a page view or app activity of 1 and no recency will be added immediately, while others will take up to 30 minutes. Learn how first-party segment membership is determined

With first-party segmentation you can more effectively monetize your site or app by targeting campaigns to the highest value user. Here are a few ways in which you can do that:

Create segments based on users' behavior across your sites or apps

If there are areas of your site or app that consistently sell out, use Audience Solutions to serve ads to those users as they navigate to other parts of your network.

Example: Your "Dining Out" section consistently sells out, but your advertiser (a local restaurant) wants to reach users who are researching restaurants. You can create a segment "Restaurant Enthusiasts" defined as two page views or app activities in three days. Once a user meets that criteria, they are placed in that segment. So, when they go on the Sports section of your site or app, they will be served the ad for the local restaurant, even though they're not in the Dining Out section. The advertiser has the opportunity to follow a user's interests across your network.

Audience Solutions also allows you to leverage first-party segments by targeting users across unsold run-of-site or run-of-app inventory. CPMs for Audience Solutions targeting should be higher than run-of-site or run-of-app CPMs, as Audience Solutions transforms run-of-site or run-of-app inventory into premium inventory.

Use Audience pixels to target segments

Pixels allow you to target segments from areas of your sites or apps without having to use Ad Manager ad tags. Pixels also allow you to target segments from partner and advertiser sites or apps.

Example: Advertiser retargeting. Use Audience pixels to create targeting opportunities for advertisers to re-target to their customers. Let's say that Credit Card ABC is interested in targeting users that have visited their site or app when they're on your network. You could collect and target these segments by following these steps:

  1. Leverage Audience Solutions pixel technology. Work with Credit Card ABC to implement an audience pixel. Learn more
  2. Create an Audience Solutions segment of "Credit Card ABC Users"
  3. Target ads to "Credit Card ABC Users" across your network

Target a user based on their actions with an ad or creative

You can add a user to a segment based on an action they take, then target that segment to a particular line item.

Example: Print coupon functionality. You can disallow users from printing multiple coupons when they click on a link within a creative. Once the user clicks to print the coupon, the user is placed into a segment. The next time they view the page or app, they are shown a different creative.

Use your offline data as first-party segments in Ad Manager

If you have your own demographic or user data already, you can use key-values to pass them into Ad Manager and turn them into segments.

Example: Through registration data, you might know your users' gender and age. You can pass this data into the ad tag dynamically as a key-value as those users move across your site or app. Then you can create first-party segments in Audience Solutions by targeting those key-values.

You can also batch upload lists of identifiers (cookies, mobile advertising IDs (AdID or IDFA), or PPIDs) to create first-party segments. Learn more.

Learn how to Create first-party audience segments

Share your first-party segments with other Ad Manager networks

You can share your first-party segments with other Ad Manager networks if the Ad Manager networks are affiliated with each other or owned by the same company. To share with other Ad Manager networks, contact your account manager and tell them the networks with which you want to share. Someone in your company will first need to provide legal authorization. Then your account manager will use a behind-the-scenes tool to select the networks and segments which you want to share. Once you're given access to those segments, they'll be displayed in your "Audience segments" screen, listed as "Shared by Ad Manager publisher xyz" and you'll be able to target them as you would your own segments.

You can also share your Audience Solutions segments with Ad Exchange by linking your Ad Exchange account to Audience Solutions. Learn how to Link Ad Exchange to Ad Manager.

Third-party segments

Audience Solutions allows you to integrate third-party segments directly into Ad Manager, forecast, traffic, serve, and report on them. You can easily integrate data from vendors including BlueKai, eXelate and many others further enriching your Ad Manager ad targeting capabilities.

By leveraging third-party audience data in your campaigns, you can:

  • Expand your reach into advertising categories that aren't characteristic of your site.
  • Increase the value of run-of-site inventory by serving more valuable premium ads.
  • Access demographics through third-party data providers that you can overlay with your own audience data to deliver more valuable impressions to advertisers.
  • Leverage third-party data to identify additional inventory to meet advertiser demands that you might not be able to with your own audience data.
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