Composite Audiences

A composite audience is built using a combination of advertiser data, Verizon Media data, and third-party data. Audiences that use Verizon Media data include unique signals that come from many different sources within Verizon Media.

For more information about the Verizon Media data used in a composite audience, check out Interest Categories.

composite-audience-infographic

Composite Audience Types

You can use the following types of data to build a composite audience:

  • Custom Audience. An audience you build using advertiser-owned retargeting rules, conversion rules, device IDs, or anonymized email addresses.
  • Yahoo Audience. An audience you build using Verizon Media-owned data and your own search keywords, mail domains, and purchase receipts.
  • Yahoo Packaged. An audience you build using predefined segments that Verizon Media configures and packages. Verizon Media packaged audiences come from Yahoo’s mail, marketing, political and user interest categories.
  • Third Party. An audience you build using your third-party data. Most data management platforms (DMPs) are integrated with the DSP. If you are a seatholder, you can easily upload your proprietary or CRM data to DSP via a DMP, and then build composite audiences from that data.

Build a Composite Audience

Use the Audience Builder to build a composite audience.

To build a composite audience:

  1. Navigate to the advertiser Audiences page or seat Audiences page.

If you need help, check out the following help sections:

  • navigate-to-the-advertiser-audiences-page
  • navigate-to-the-seat-audiences-page
  1. Click the Audience Builder button.
audience-builder-button

You see the Audience Builder.

  1. On the left side of the Audience Builder, click the Composite Audience button.

You see the page for building a composite audience.

build-composite-audience-page
  1. Configure your audience settings. Check out Configure Composite Audience Settings.

Edit a Composite Audience

For a composite audience, you can rename the audience, change its status, and change the data used to build the audience.

Important

Verizon Media automatically deactivates DSP composite audiences that have not been used for 90 days. If you want to reactivate a composite audience that has been automatically deactivated, follow the instructions on this page to navigate to the Audience Builder and move the Status slider to Active.

To edit a composite audience:

  1. Navigate to the advertiser Audiences page or seat Audiences page.

If you need help, check out the following help sections:

  • navigate-to-the-advertiser-audiences-page
  • navigate-to-the-seat-audiences-page
  1. Select the link for the composite audience you want to edit.
select-composite-audience-link

You see the Build Composite Audience page for the selected audience.

build-composite-audience-page
  1. Configure your audience settings. Check out Configure Composite Audience Settings.

Configure Composite Audience Settings

To configure your composite audience settings, you name and activate your audience, and select your data sources. If your segments include attributes, you can optionally refine the segment attributes.

See the following sections:

Name and Activate Your Audience

  1. In the Audience Name field, type a name for your audience.
composite-audience-name-field
  1. If you are ready to make the audience active, move the Status slider to the right.
composite-audience-status-slider

Select the Data Sources

In the Available Audiences area, you can search or browse for specific audiences, and add them to the Included Audiences or Excluded Audiences area.

To select the data sources for the audience definition:

  1. Locate the Available Audiences area of the page.
available-audiences-area
  1. Filter the available audiences to narrow down the number of choices. Click the Filter icon, and select the audience types you want to search or browse.
audience-filter-drop-down-list
  1. Locate the audiences you want to include in the composite audience definition. Do one of the following:
  • Search for audiences that contain certain keywords. Type the keyword in the search box.
available-audiences-search-box
  • Browse for audiences. Expand the categories until you find the audience you are looking for. For example, expand the Device ID category to show the iOS Device IDs audience.
browse-available-audiences
  1. Click the plus sign to include the audience in the definition.
expand-an-audiences-category

You see the Include In dropdown list.

include-in-drop-down-list

5. Select the group in which you want to include the audience. For example, select Group A.

You see the audience in the Included Audiences, Group A on the right side of the page.

view-included-audiences
  1. To include another audience, click its plus sign. For each audience you want to include, do either or both of the following:
  • Include the audience in Group A if you want to set up ANY logic, wherein users that match any of the criteria are included.
include-in-audiences-group-a

For example, to include users with either Android or iOS device IDs in the audience, add the audience to group A.

audiences-included-in-group-a
  • Include the audience in a New Group if you want to set up AND logic, wherein users that match both sets of criteria are included.
new-composite-audience-group

For example, to include both Android and iOS users who are also gamers, add the “Gamers” audience to a new group.

included-groups-a-and-b
  1. To exclude an audience, click the Exclude button for that audience.
new-exclude-group

For example, to include both Android and iOS users who are also gamers but don’t eat junk food, exclude the “Junk Food Eaters.”

included-and-excluded-groups
  1. Click Build Audience.

Composite audiences take about 48 hours to populate.

Refine Segment Attributes

Some third-party audience segments include attributes. If you add a segment that supports attributes to your composite audience, you can set options within the segment to further refine it.

To add a segment you can refine using attributes:

  1. On the Build Composite Audience page, Available Audiences area, expand the Third Party audiences.
expand-third-party-audiences
  1. Locate a segment that includes attributes. Segments that include attributes have a wrench icon after the name.
third-party-audience-with-attributes
  1. Click the plus sign to include the segment in the definition.
set-third-party-audience-values
  1. Select the group you want to include the segment in. For example, select Group A.
included-in-group-a
  1. Set the attributes for the segment. For example, in the following segment, you can enter numeric values between 1-1000 in the Min Value and Max Value fields.

Enter a high value to score the audience with customers who best match the audience (as measured by the third-party data source). For example, you might try entering a number between 800-1000 to get the best possible match. If that set is too small, you can try entering a lower number, such as 600-800, to get a larger audience.

set-minimum-and-maximum-values
  1. Click Save Audience or Update Audience.