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Audience Builder

Audience Builder allows you to combine various sources and collect information about users by setting up complex rules. Audience Builder brings together tools that were used in our old UI: Smart Segment Builder and Ad Serving and Tracking Data Segment Builder

How to Navigate to Audience Builder?

First, select Audiences tab from the top menu bar to open a list of existing audiences:

Audience Builder Navigate

If you're creating a new audience:

  1. Click Create (1). 
  2. Then, a side panel will open where you're able to define audience's general settings (2), such as name, external ID, price, category, and others. Read more
  3. Once you're done with these settings, click Save (3). A range of options, including the Audience Builder, will appear on the left side of the panel. Select Builder tab (4).
audience-builder-2
audience-builder-3

 

If you're using existing audience from the list: 

  1. Select the audience from the list and click on it's name (1).
  2. Then, a side panel will open with a range of options. Select Builder tab (2).  

Audience Builder 6

 

AND, OR, AND NOT statements

AND, OR, AND NOT statements can be used both inside the audience groups and between different audience groups. Use Add group button to add more audience groups and then select  one of the operators - and, or, and not - to determine the logic between them. See the description below to find out how these operators are determining the logic between different audience groups or audiences inside the groups:

And Used to narrow the audience. If the “And” rule is set that means users must belong to all the specified segments.
Or Used to broaden the audience. If the “Or” rule is set that means users can belong to any of the specified segments.
And Not Used to narrow the audience. When the “And Not” rule is set that means users must not belong to the excluded segments
  • Campaign Data

    Campaign data source comprises data attributes that are collected through serving a campaign. This means that you're able to collect data from all user actions, including impressions, clicks, events and tracking points. By using user actions as your primary source for building an audience, you can create a high-quality audience and deliver very precise user (re)targeting.

    How to configure a campaign data source

    1. Click Campaign Data (1) to open a data source configuration box.
    2. Select an Advertiser (2).
    3. In Transaction History (3), specify the time period during which the transaction has occurred (14 days max).
    4. Click Add rule (4) to open a rule line.
    5. In Transaction (5), select a transaction type (Impression, Click, Event, or Tracking Point).
    6. In Campaign (6), select a campaign (optional).
      • If no campaign is selected, cookies from all campaigns of the selected advertiser will be collected.
      • Campaign list displays campaign titles together with their billing IDs and search is enabled by both, title and billing ID.
    7. In Options (7), select a data point. Data points depend on the specified transaction type. See all available data points described in Available Data.
      • To collect order-level data of the selected campaign, select Order in the options list and enter orders in the values field. This choice is available for impression, click, and event transactions.
    8. Select an operator (8) and specify the values of data point (9).
    9. Click Save.

      

    campaign-data-source

     

    How to extend the rule

    You can add more rule lines and specify additional data points. To add a rule line, click the plus icon (1). Rule lines are appended with an AND/OR/AND NOT conjunction. To delete a rule line, click the minus icon (2) next to the line.

    campaign-data-extend-rule_123

     

    Click the dots icon (3) to open additional tools for rule management:

    • Add indent rule adds another rule line just like the plus icon.
    • Duplicate rule duplicates the rule with all specified values. Rules are appended with a conjunction (see AND, OR, AND NOT statements in Audience Builder).
    • Delete rule deletes the current rule.

     

    See Available Data for the list of all available data points related to each transaction type.

     

  • My Audiences

    My Audiences lets you build both simple and complex audiences from the already collected audiences, distinguish preferable sources, validate Recency and Frequency values.

    In order to build Audience from your own Audiences, follow these steps: 

    1. Select My Audiences tab (1).  
    2. Click Add Audience (2).
    3. Select Data Provider, Category and Audience.
    4. Click Save
    5. Adjust Frequency and Recency settings (3).

     

    my-audiences-1

     

    Recency and Frequency

    In Audience Builder, recency and frequency let you segment visitors based on actions that occur or repeat over a set daily interval. 

    Recency and frequency settings help you segment visitors based on their real (or perceived) level of interestFor example, users who qualify for an audience with high recency/frequency requirements may be more interested in a site or product than users who visit less often or less frequently.

    Recency Frequency
    Have to be less or equal to TTL of original audience Have be greater or equal to TTL of original audience
    Example: original audience has TTL = 21 days. It means that UUIDs will be active only for 21 days. So, Recency in the Audience builder must be less or equal than 21 days, otherwise it exceeds UUIDs lifetime and no UUIDs will be added.   Example: original audience has Frequency = 3. It means that UUIDs will be added into the audience only if specific UUID will be detected at least 3 times. So, Frequency in the Audience builder must be greater or equal than 3 times, otherwise no UUIDs will be found in the original audience.
  • Audience Marketplace

    Audience Marketplace allows you to build audience from data that was collected on other sites, platforms or offline. See a list of 3rd party data providers available for your account. 

    Account user can share data sources with another account user. Let's say account user A is sharing data with account user B. In such case account user B will be able to use account user's A data sources. Contact support in order to enable data source sharing. 

     

    In order to build Audience from your Third Party Audiences, follow these steps: 

    1. Select Audience Marketplace tab (1).  
    2. Click Add Audience (2).
    3. Select a Third Party Data provider, Category and Audience.
    4. Click Save
    5. Adjust Frequency and Recency settings (3).

     

    audience-marketplace-1

     

    Recency and Frequency

    In Audience Builder, recency and frequency let you segment visitors based on actions that occur or repeat over a set daily interval. 

    Recency and frequency settings help you segment visitors based on their real (or perceived) level of interestFor example, users who qualify for an audience with high recency/frequency requirements may be more interested in a site or product than users who visit less often or less frequently.

    Recency Frequency
    Have to be less or equal to TTL of original audience Have be greater or equal to TTL of original audience
    Example: original audience has TTL = 21 days. It means that UUIDs will be active only for 21 days. So, Recency in the Audience builder must be less or equal than 21 days, otherwise it exceeds UUIDs lifetime and no UUIDs will be added.   Example: original audience has Frequency = 3. It means that UUIDs will be added into the audience only if specific UUID will be detected at least 3 times. So, Frequency in the Audience builder must be greater or equal than 3 times, otherwise no UUIDs will be found in the original audience.
  • Table of predicates

    Table of predicates describes each data point available in Audience Builder and type of the selection. 

    Predicates                  Impr.  Clicks Events TPs Selection
    Advertiser + + + + Advertiser
    Agency  +  + Agency
    Ad Interaction  + + + + Yes / No
    All Sites Unique Campaign + + + + Yes / No
    All Sites Unique Day + + + + Yes / No
    Asset   - - - -  -
    Assists - - - -  -
    Backup Banner + + + + Yes / No
    Banner - Ad Group  + + + + Banner Name
    Browser  +  + Browser
    Browser Language  +  +  + Browser Language
    Banner Element Group   - - - -  -
    Banner Vars - - - -  -
    Batch  - - - -  -
    Brand Safety Vars - - - -  -
    Browser + + + + Available Browsers
    Browser Language + + + + Available Languages
    Campaign + + + + Campaign Name
    Child Banner - - - -  -
    City + + + + Available Cities
    Click Detail - Paid Keyword  - - - -  -
    Cookie Older Than Campaign + + + + Yes / No
    Cookies Enabled + + + + Yes / No
    Country + + + + Available Countries
    Custom Variable 1-10 - - - + Any Name, Date
    Destination URL  - + - -  -
    Device Type + + + + Available Types
    Engagement + + + + Yes / No
    Event - - - -  -
    Frequency Campaign View Int. + + - + Any Number (int)
    Frequency Placement View Int. + + - + Any Number (int)
    In last days  +  +  Numeric Value
    Inner Banner      + + + + Banner Name
    Inventory Source  - - - -  -
    IP     - - - -  -
    Is Robot     - - - -  -
    Media    - - - -  -
    Media Overlap For Campaign - - - -  -
    Mouse Over Time (in ms) + + - +

    Any Number (int 0 - 1M)

    Mouse Overs (in ms) + + - + Any Number (int 0 - 1M)
    Natural Search Keywords - - - + Any Keyword
    Numeric System Variable 1-2 - - - + Any Number
    Order ID  - - - + Any Order ID
    OS Id + + + + Available OS
    OS Language + + + + Available Languages
    P2C Lead Flag  - - - -  -
    Page URL  - - - -  -
    Party + + - + Available Parties (AdEx)
    Placement – Activity + + - + Available Line Items
    Point Unique Campaign Flag  - - - -  -
    Point Unique Session + + + + Yes / No
    Previous Page URL  - - - -  -
    Publisher Domain    - - - -  -
    Publisher URL   + + - - Any URL
    Reaction Time (in seconds) - - - + Any Number (int, 0 - 10K)
    Recent Ad Interaction + + + + Yes / No
    Referrer - - - + Any Referrer Domain
    Referrer Type - - - + Available Referrers
    Rotator + + - + Available Rotators
    RTB Cost + + - + Any Number (int, 0 - 1K) 
    RTB Domain + + - + Any Domain
    RTB Vars  - - - -  -
    Screen Size + + + + Available Screen Sizes
    Site Unique Campaign - - - -  -
    System Variable 1-89 - - - + Any Value, Date
    System Variable: Age Group - - - + Any Value
    System Variable: Basket Size - - - + Any number (int, 0 - 1K)
    System Variable: Country - - - + Any Value
    System Variable: Currency - - - + Any Value
    System Variable: Gender - - - + Any Value
    System Variable: Order ID - - - + Any Value
    System Variable: Product Category - - - + Any Value
    System Variable: Product Count - - - + Any number (int, 0 - 1K)
    System Variable: Product ID  - - - + Any Value
    System Variable: Product Name - - - + Any Value
    System Variable: Product Sales - - - + Any number (int, 0 - 1K)
    System Variable: Sales - - - + Any number (int, 0 - 1K)
    System Variable: Zip - - - + Any Value
    Tag    + + + + Available Tags
    Timestamp     - - - -  -
    Tracking Point - - - + Available Tracking Points
    Tracking Point Name - - - - Any name
    Transaction    - - - -  -
    Unique Banner + + + + Yes / No
    Unique Campaign + + + + Yes / No
    Unique Campaign Day + + + + Yes / No
    Unique Media + + + + Yes / No
    Unique Order Id + + + + Yes / No
    Unique Placement + + + + Yes / No
    Unique Placement Day + + + + Yes / No
    Unload Vars  - - - -  -
    User Settings Vars - - - -  -
    Visibility 1 + + + + Yes / No
    Visibility Percentage + + - -  -
    Visibility Time (in ms) + + - + Any Number (int, 0 - 1M)
    Visit Number - - - + Any Number (int, 0 - 1K)
    Visit Page Number - - - + Any Number (int, 0 - 1K)

    Predicates related to campaign (e.g. Tags, Banner/Adgroup) are available only if campaign is selected.