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    Audiences within mediasmart

    Adriana Ullivarri
    Posted by Adriana Ullivarri on January 1, 2020

    Audiences are an excellent tool for marketers to differentiate and make their media buying much more effective, to make individual decisions, allow personalised messages, retargeting, blocklisting etc. Also, audiences help with automatic optimisation, thanks to self-learning algorithms using real-time Big Data & Machine Learning.

    Audiences in mediasmart are built by collecting the users' device IDs shared by the SSPs directly in the bid request. Depending on the operating system, these IDs are identified in the bid request as IDFA(iOS) and GAID (Google Advertising ID).

    The rules for collecting IDs are:

    • If the user UDID or GAID is present in the bid request, this ID will be stored to identify the user in the audience list for retargeting. 
    • If, and only if, the UDID or GAID is not present in the bid request, then the IP address will be stored instead.

    At mediasmart, we have various compatible Audiences options for you to choose from and combine. These compatible options are:

    Your own (private) audiences in mediasmart. 

    Create and enrich Audiences, Manage and Target. You've got three ways to create and enrich these types:

    upload or dmp

    Uploading manually to our platform through files, our API, or our Appsflyer integration


    Creating or updating Interaction-Based Audiences lists, depending on the user's interaction with the campaign; views, clicks, conversions, video events, etc. For example, this is useful to identify users that saw your ad but didn't click on it.

    Lastly, another way to create & enrich audiences is through Dynamic audience pixels (placed on websites).


    Time-based Audiences.

    time basedYou can also create audiences automatically, based on the moment users were added to your private audience or a location-based audience. For example, app visitors or buyers from the last seven days or, in the case of Location-based, target users that physically visited your competitor's store in the last fourteen days.

    Location-Based Audiences.

    location basedYou can gather audiences around physical areas, using GPS coordinates, control the area, precision & schedule! This is useful to locate and target users that go to your competitor's store during a month, travellers at airports etc.

    Audiences from external sources.

    You've got three ways to create audiences from 3rd party sources: 

    From your DMP - if you are (or work with) a Data Partner, with standard or custom 3rd party data; Audiences from Adsquare, Zeotap or Nielsen Audiences; and finally, through audiences from your MMP - Dynamic Appsflyer Audiences

    Use our Lookalike algorithm with your audiences.

    You'll be able to look for and target similar users based on the audiences you'd select. Also, you will be able to do retargeting with Incremental Metrics - thanks to incremental metrics applied to retargeting audiences; you'll impact users; cost-effectively reach your audience segments by focusing only on incremental conversions.

    3rd party audiencesFinally, to complete all the options to manage audiences in mediasmart, you have audience insights available; these help you discover more about audiences; what amount of users overlap from one audience with up to five mediasmart audiences. To be more precise, you will be able to discover that from your store visitors:

    • 30% also visited competitor 1.
    • 46% also visited competitor 2.
    • 7% downloaded your app Yesterday.
    • 60% used your app in the last ten days.


    For more information on all the audience options you can take advantage of within mediasmart, check our Audience Management document.


    If you are a mediasmart customer, remember you have all this information & infographics available in our Knowledge base!



    Topics: retargeting, audience, data