Admatx Audiences

Audiences represent a select grouping of individuals

In the Admatx UI you will create and manage your audiences in the data section of your advertiser.

You have the option to build audiences from first party data, behavioral, demographic data or a combination of the three.

Audience Builder

An audience is made up of included and excluded data groups. Data groups are made up of data elements (first-party data segments or third-party data segments). When you create an audience, it's important to remember that data segments within a data group are "OR" statements, while data groups within an audience are "AND" statements. In other words, adding multiple elements to a data group grows the audience (with an "OR" statement) while adding multiple data groups to an audience shrinks the audience (with an "AND" statement—that is, an intersection).

Excluded data groups exclude the selected segments from targeting. This can be used to exclude users who aren't performing, or users who may have already converted. While it is most common to build audiences from both inclusions and exclusions, it is possible to build audiences consisting of only inclusions or only exclusions.

Creating an Audience

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Select “Audiences”
4. Select “+ Build New Audience”
5. Name your Audience
6. Name your first data group
7. Select the desired data type

1. See below regarding the different data types available

8. Search for segments by entering a keyword or phrase and hitting enter
9. Select the desired segments that will make up your first data group.

1. Reminder all data segments within a data group are OR’d

10. Select to Include or Exclude the data group.
11. Optional: Select “+ Data Group” to create a group of segments that are AND’d with your original data group.
12. Select Submit

 

Editing and Viewing an Audience

1. Navigate to your desired advertiser
2. Select “Data” in the sub-top navigation
3. Select “Audiences”
4. Click the name of the Audience

1. A new browser tab will open

5. Make edits
6. Click Submit
7. Close the new browser tab to return to your advertiser

 

Targeting an Audience Segment

Audiences are targeted within the targeting section of a tactic. See below for more details.

Audience Data Types

First Party Data

First-party data represents your direct knowledge about your customers, generated from pixels or creative events. Because these customers have already expressed some intent, first-party data is inherently powerful. In addition, first-party data is necessary for setting goals and attribution, deriving insights through modeling against third-party data, and retargeting to drive further user action.

See our Pixel guide for more information regarding pixel creation and placement

See below for more information regarding creative event creation and retargeting

Behavioral Data:

Behavioral data includes third-party data segments from the integrated third party data providers.

The estimated cost of a data segment provides the latest percentage of media that each segment cost with a max CPM presented. Example: Segment A is 20% of media cost at a max CPM of $5.00.

Example: If the media cost $3 CPM the segment will cost $0.60. If your media was CTV and cost $25 or more, the segment would cap at a $5.00 CPM.

Active IDs are a representation of known active users from the IDs that are received. This number can help you approximate the scale and reach from what was collected.

Demographic Data:

The demographic selection groups data segments focused around age or gender. Select Age or Gender.

 

Demographic targeting within the audience builder is intended to be combined with other data groups as an audience layer. To target a specific demographic group only you may use the grouped audience in your tactic targeting.

Audience Targeting

Audience targeting will be set within individual tactics under your campaign.

Targeting an Audience

1. Navigate to your desired campaign > tactic
2. Select “Targeting & Optimization” in the sub-top navigation
3. Select “+ Add Targeting” and “Audience” OR click the pencil icon on the Audience targeting tile
4. Select the desired audience type.

1. See below for more details around each audience type

5. Click “Save”

Shared Audience

Shared Audiences are audiences created under your advertiser and available to target across all campaigns/tactics.

You can select a previously created audience or build an audience from the tactic’s audience targeting tile.

 

Grouped Audiencex

Look-A-Like: Lookalike models are used to create and then optimize your audience of third party segments, improving performance by utilizing volume control to prioritize spend towards segments that contribute the most to your campaign goals. These models are run daily.

Demographic Targeting: The platform will identify the best-performing audience segments for your chosen demographic and create an audience for you to target.

Interest Targeting: The platform will use lookalike modeling to build an audience from the most relevant data segments for your chosen interest.

Retargeting: The platform uses user-level cookie scoring. This feature utilizes naive Bayes classifiers in order to calculate the user-level probability of conversion and then assigns each a unique value. This probability of conversion based on factors including the last page visited on the advertiser's site, geo, number of pixel fires, and time to convert from last pixel fire is then scaled against the ad group’s baseline probability of conversion and multiplied by the tactic's base bid in order to produce a user-level base bid, which is updated based on performance.

Grouped Audience Excluder: 
An audience of users created through LAL modeling and excluded from your targeting for their low likelihood to convert. This feature is highly recommended for conversion-based campaigns and for contextual strategies.

Cross Device:
When you turn on the Cross-Device targeting setting, the platform uses a device graph that connects cookies, device IDs, and other IDs to apply frequency settings across multiple devices and environments.

Click and Event Retargeting

Click Retargeting
With click retargeting, you can target audience segments generated from the users that have clicked on your individual creatives. You don't need to do anything to create these segments—as long as you have active creatives, any clicks on those creatives automatically pull the associated user into a segment that you can retarget.

Player Event Retargeting
Build retargeting audiences out of users who have engaged with your creatives, either reaching the midpoint or reaching the end of the creative. Player event retargeting needs to be enabled on each creative.

        Enabling Player Event Retargeting

1. Select either a video or audio creative type
2. Under Tracking & Declarations select ‘yes’ under Enable Player Event Retargeting in DMP?

Finding Click & Event Retargeting Segments

1. Navigate to your desired audience
2. With First Party Data selected as the data type search for “Creative:” and hit enter
3. All available segments will populate for your creatives