When we look at what audience you use for your ads, the first step is to decide what type of foundation audience data you’d like to use as the base of your campaign. Every ad campaign is built to deliver to a certain group of people—your audience. Where your audience comes from depends on what kind of data you choose to rely on.
Curated Audiences - Our Curated Audiences are hand-built by our team of pros, who have worked with our preferred premium data providers (Tunnl and L2) to build customized audiences that meet our customers' unique needs. These pre-built segments allow you to quickly and effectively build the foundation of your audience by targeting key segments without any of the guesswork. If you have a specific need for a custom Curated Audience, reach out to our team to learn what’s possible!
Custom Audience Builder - Use our custom audience builder to construct an audience completely from scratch! Demographic, Behavioral and Psychographic data segments are available to you as you add, narrow or exclude potential targets from your universe’s reach. Simply use AND/OR/NOT parameters and watch your estimated audience size grow (or shrink) with each selection.
CRM data targeting (also known as 'First party data' or ‘voter file data’) is among the most reliable data because it is information that you have personally collected or cultivated. The key trait of first party data is that it’s your data. But it’s important to know that CRM data comes with limitations, especially if the audience size is too small. We recommend using these audiences in limited form, or as exclusion audiences, rather than as your primary audience source.
Retargeting audiences use what is called a ‘pixel’ to gather information about who visits your web properties (website, app, etc) so you can deliver ads to them—or exclude them from ads—at another time. Retargeting ads can only be used with a pixel on web properties you control; sorry—you can't track who visits a website you don't own 😛